The campaign, which humorously imagines a world where social media goes quiet because everyone is out enjoying real life, is backed by new research revealing that the average adult now spends nearly six hours daily on their phone.

To reinforce that point, LePub's commercial depicts Jonas stuck in his, tapping the screen to get out:

“It’s so easy to fall into the habit of doom scrolling on your phone - I’ve definitely been there," Jonas says in a statement made during a live event in New York City kicking the campaign off. "We live in a world where everyone’s glued to their social media feeds, so I’m excited to be part of this Heineken campaign encouraging people to put their phones down and connect in real life. I chose to debut my new song offline and in-person because it felt like the perfect time to return to what music is really about: connecting with people. The crowd was so real, so present, and completely locked into the music - that is something you can’t experience by watching on social media.”