Drop everything and go.
That’s the pitch made to travelers at New York’s John F. Kennedy Airport in a Heineken ad campaign, who were given the opportunity to press a button that would select a vacation destination — departing immediately.
As seen on the video posted to the Heineken YouTube page, the campaign was was so compelling that Mendel Duchman, a Taglit-Birthright Israel group leader for Mayanot bus #543, contemplated
bailing on his bus pushing off his post-trip return to Los Angeles and letting the beer company choose a new destination.
Fortunately, we think, his female counterpart, wife and co-staffer Rochel Duchman, was a bit more level-headed in her approach.
Remember, kids: rule number one of Birthright’s alcohol policy: “Drinking is not permitted on the flight to Israel.”