Heineken interrupts New Yorkers' routines with mystery payphone caller

The beer brand has launched a teaser video featuring former Saturday Night Live regular and actor Fred Armisen as a mystery payphone caller.

Heineken teaser: Comedian and actor Fred Armisen anonymously calls passersby on a NYC payphone
Heineken teaser: Comedian and actor Fred Armisen anonymously calls passersby on a NYC payphone

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 has launched a teaser video featuring former Saturday Night Live regular and actor Fred Armisen as the caller.

The aptly named Ringing Payphone effort resulted in 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" conducted by Heineken as part of its Cities of the World campaign. Its goal is to break people out of the conventions of normal behavior.

Client: Heineken
Agency: Wieden + Kennedy New York

This article first appeared on the website of Campaign.

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