Heineken has teamed up with streetwear retailer Bodega and HMD to introduce The Boring Phone, a minimalist device designed to help users focus on real-life interactions by eliminating distracting features. In one of the brand’s commercials, a young woman in a bar is engrossed in her smartphone, oblivious to her surroundings. However, her attention shifts when a man sporting the Boring Phone model Bodega Heineken 01 enters the scene. The two then share a toast with Heineken beer, accompanied by the message “Less on your phone, more to your social life.”

The campaign includes additional 15-second ads depicting individuals opting for real-world experiences over screen time, such as enjoying live music events, while showcasing the simplicity of The Boring Phone by highlighting its absence of features like maps and social media apps.

The phone itself, unveiled at Milan Design Week on April 18, is a flip phone featuring a transparent body, a 2.8-inch QVGA internal display, a 1.77-inch external display, a 0.3-megapixel camera, and the classic Snake game. It also includes a 3.5mm headphone jack and supports calling and texting via 2G, 3G, and 4G networks. Notably, The Boring Phone does not connect to the internet or social media platforms, allowing users to reduce their screen time.

The limited-edition Boring Phones, totaling 5,000 units, will not be available for purchase; instead, they will be distributed via social media channels, adding an ironic twist to their release strategy.