New Yorkers defaced subway ads for Friend's AI wearable. Then Heineken joined the fray with a cheeky billboard.

In a surprising turn of events, a backlash against an AI wearable's advertising campaign in New York City prompted Heineken to step in with a clever marketing move. The wearable, created by Friend, is designed to be worn around the neck and sparked controversy after the company invested over $1 million in a massive subway ad campaign featuring 11,000 car cards and 1,000 platform posters as of September 25. The campaign quickly faced criticism, with many New Yorkers vandalizing the ads with messages like "surveillance tool" and "AI is not your friend." Just two weeks later, Heineken launched its own cheeky campaign, replacing Friend's pendant with a bottle opener that resembled the wearable. Their slogan, "The best way to make a friend is over a beer," struck a humorous tone in the midst of the controversy. Guilherme de Marchi Retz, Heineken USA's VP of marketing, described the campaign as "tongue-in-cheek," emphasizing the importance of genuine social interactions in a world dominated by digital screens. Retz noted that the approach was both timely and ironic, highlighting the value of offline experiences, which he believes are often overlooked. Avi Schiffmann, the 22-year-old founder of Friend, seemed to embrace the attention, describing the negative reactions to the campaign as "entertaining." He even participated in an anti-Friend protest, stating in an email that he found the Heineken ads quite cool and celebrated their virality by purchasing Heineken for the occasion. Although Heineken did not share specific metrics about the campaign's reach, Retz mentioned that social media engagement related to the campaign has exceeded typical levels for similar initiatives. Responses from the public have been largely positive, with industry figures praising Heineken's quick and innovative approach. While Heineken is not against AI, Retz clarified that they see it as a tool for enhancing logistics and supporting creative endeavors, rather than as a replacement for human connection. He emphasized that technology should simplify life and not detract from the meaningful moments that define our experiences.