We recommend that any brand looking to tackle a major social issue in one of its ads pump the brakes. More often than not, you’ll be met with overwhelming—and well-deserved—backlash for leveraging something actually important to greedily move your product. You don’t want to be the next Pepsi. Heineken, however, successfully tip-toed that line in releasing “Worlds Apart,” a new ad that encourages people to get to know each other on a more human level and to talk about—not shout about—their views and why they have them. Does it show people communicating over ice-cold Heinekens? Yes. Still, we think this is going to go over just a tad better.

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