Avi Schiffmann’s US$1m advertising investment for the Friend AI pendant, the bombed. Actually, was bombed – by hundreds of negative comments. People slammed and even defaced the ads and mocked them with memes. While the 22-year-old creator of the AI friend company defended the disaster as his aim, LePub New York and Heineken have achieved a better aim from it.

They quickly launched a rival OOH and social campaign mirroring Schiffman’s but with the Friend AI replaced by a bottle opener necklace and amended copy:

The OOH was placed in New York, including Time Square, where the Friend advertising was dominant. The campaign underlines Heineken’s long-serving brand promise, that real friendships are made in real life (preferably over a Heineken).

LePub chief creative officer, Jim Curtis, stated, “Heineken believes the best way to make a friend is still over a real beer with a real person. And it’s clear many New Yorkers agree. Which is why we’ve developed this state-of-the-art innovation proven to effectively open beer bottles almost instantly. Hopefully, it inspires more people to get together in real life, which is exactly what Heineken has been helping people do since 1873.”

 

 

 

 

 

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A post shared by Heineken US (@heineken_us)

Here’s the background:

Largest NYC subway campaign ever

Happening now pic.twitter.com/xOtxMsh4pj

— Avi (@AviSchiffmann) September 26, 2025