Heineken Attempts to Interrupt New Yorkers’ Routine with Mystery Payphone Caller

A payphone on the streets of New York rings and a passer-by tentatively picks it up.

“Listen, I’m inviting you to come across the street,” says the emotionless voice. “That’s terrifying,” the pedestrian answers, unknowingly turning down an invitation to appear on-stage with a renowned US comedian, in a stunt for Heineken.

The beer brand with Wieden + Kennedy New York, has launched a teaser video featuring former ‘Saturday Night Live’ regular and actor Fred Armisen as the caller.

The aptly named “Ringing Payphone” saw just a few people brave enough to not only stop and answer the phone, but to accept the invitation to “come across the street”.

Those who did were invited to appear on-stage with Armisen at the Comedy Cellar club.

The stunt is a “social experiment” being conducted by Heineken as part of its “Cities of the World” campaign. Its aim is to break people out of the conventions of normal behaviour.

  Alcohol, Beverage, Campaign, Cities of the World, Digital, Digital marketing, Fred Armisten, Heineken, Marketing, Routine Interruptions, Video, Viral Advertising, Web