‘Where have all the good men gone?’
This is what I ask myself quite often when I get home after a night out. Where are the gentlemen who buy you a drink and then bring you to your door, waiting for a goodnight kiss? Nowadays, it feels like most men are way too drunk towards the end of the night to finish it with you – or if they do, you have to endorse the mother role by taking care of them.
A survey finds that people aged 21 to 35 are bored with their behaviour when they drink and how it makes them act (finally!). 2/3 of millenials cite ‘avoiding loss of control as the primary motivation for limiting alcohol consumption’. Sure, it might be good to cut lose and forget about some possible life problems, but when you’re nicknamed after something you did in a weak moment, it acts as a wake-up call. This is why more and more people start to regulate their drinking.
Research – and experience – shows that people actually suffer from embarrassment after their drunken pictures are posted online. The Instagram hashtag #wasted is related in the app itself to #drunk, #party and #wasteoftime, the last one being the representation of what a drunken night is. If you don’t even remember anything that happened on the next day, then what was the point? Making your own decisions starts by being conscious and benefitting from every opportunity that can be offered to you. Moreover, from a woman’s point of view, a man who drools into his half finished glass, can’t walk straight, gets into a drunken fight and then finishes on the floor in a back alley, is not at all sexy. And I believe that no woman would find that attractive. So let’s revolutionize the night-out pictures by some we are proud to show and want to keep.
Responsible drinking is also what the Heineken campaign’s women seek for on the streets of Los Angeles. ‘Moderate Drinkers Wanted’ promotes responsible drinking, where the men that can actually do it are considered heroes. Women are weary of being the ones taking their date home, when they could enjoy their night – and remember everything on the next day. The video illustrates the trend towards conscious consumption, where people are in control of what they drink and do.
In the campaign video by Nicolai Fuglisg, Heineken uses fashionable women to push men into being responsible. It is so easy to get involved in the spiral of who’s going to drink more shots, but it is better quality to actually stop at a certain point. If it is not to prevent potential photos the next day or the way people look at you, maybe at least consider the way your girlfriend looks at you. Women want to look at their men and see heroes who will walk them home safely, and protect them from potential not-thinking-straight drunkies on the way. ‘He has to be strong’ and it can start by actually saying no to another drink.
Gentlemen, it is time to acquire self-control because #heroeswanted !
Der Beitrag HEINEKEN | Moderate Drinkers Wanted erschien zuerst auf SUPERIOR MAGAZINE.