Does W+K Amsterdam’s ‘Dropped’ adventure for Heineken show that brands can make content?

There’s been much recent discussion (at Cannes and elsewhere) about the morphing of selling messages from advertising to broadcast content of all kinds. If you look at the YouTube stats you’ll see that someone in a room with an idea often does better than the serried ranks of professionals in a studio or on location with a brief (‘make the world love us..’).

Undeterred, Heineken and Wieden+Kennedy Amsterdam are trying to engage us in ‘Dropped,’ the online adventures of Madrid-based waiter Rikar who is dropped into all sorts of weird and sometimes hazardous places.

Here’s the first episode, with a link to the second.

The verdict? Rikar shows promise..but it’s early days.