• by Teresa Buyikian , April 29, 2025

Joe Jonas enters a post-apocalyptic world sans social media in Heineken’s latest global ad campaign encouraging IRL connections.

The 2-minute hero spot of the “Social Off Socials” effort created by LePub features pop star darling Joe Jonas walking on a freeway where life appears to have stopped, with crashed cars stuck in place, darkened skies, and  people (including Jonas) manically trying to get a signal to refresh their social media feeds on their phones.

What Jonas has entered is a world without social media influencers. Newspapers on the ground ponder their demise, people post physical flyers on outdoor posts requesting followers, a fashion vlogger kisses her ring light goodbye as she throws it in the trash.

The spot continues the montage of desperate influencers, including IRL online stars Dude with Sign, Lil Cherry and Paul Olima, who are losing their minds over the death of social. Then Jonas happens upon a single bright spot in the dreary off-line world: a lit Heineken pub sign above an actual  bar. Upon entering, he encounters a new world of in-person socializing. He ignores his phone and joins the joyous IRL crowd drinking their Heinekens.

“This campaign is a gentle reminder that stepping away from our screens can lead to more refreshing and meaningful social experiences,” said Nabil Nasser, global head of Heineken, in the announcement. “Working with creators—who are by their nature always online—to highlight the solution may seem ironic, but they too realize it's about balance."

The campaign was inspired by a recent Statista study, commissioned by Heineken, that found the average adult spends almost six hours per day online on their phones. As a result, 52% of adults reported feeling overwhelmed by the pressure to keep up with social media, 62% reported feelings of loneliness, and 40% said they now speak to people online more than they do in real life.

The brand kicked off the campaign with a recent launch event in New York City, where Jonas also debuted his new song "Heart by Heart."  Jonas also filmed part of the upcoming video for the song at the event.

The campaign also includes short video content posted across Heineken and influencer channels. The effort launches in the U.S., followed by a global rollout via TV, social, OOH and digital media across the Americas, Europe and APAC.