Abstract
This is a video commercial made by the Dutch brewer Heineken. The commercial begins at a house party, which is probably a house warming party hosted by a couple. The lady shows her friends around and suddenly walks through the master bedroom and into a gigantic walk-in-closet. Her four friends get really excited and everybody starts to scream.
Abruptly the screaming ladies are interrupted and calmed down by a noise from another part of the apartment. The camera now shows the man of the house and his friends who just walk into an enormous fridge. It is a walk-in-fridge full of green, ice-cold Heineken bottles – and they scream even louder than the women.
Based on the actors this ad is mainly targeted towards males, who are either adults or young adults. The participants in this commercial behave and look like they are in their late 20's or mid-30's, though the party atmosphere can be targeted towards both men and women, who are allowed to drink. Furthermore, there are a bunch of specific targets groups, who are included in the party section. Football supporters, travelers and tourists, students, restaurant and bar staff, and musicians are some of them. Heineken is a global company and the target group is colossal, as it includes all kinds of people.
Extract
[...] The humoristic part is definitely important. Even though not every single citizen in the UK is amused of this joking about stereotypes there are a lot of people both men and women who can identify themselves with the ad and through that get excited about Heineken beer - which should be the main objective in creating a commercial. WHAT IS THE BIG IDEA The big idea is that women love their shoes and men like their beer. This ad cleverly portrays the stereotype between what girls want and what guys want - shoes versus beer. [...]
[...] The advertisement we have decided to select is one of the most successful of this campaign, with a bit more than 2.5 million of views within only 3 months on the official website: Heineken.nl. Regarding to this situation, Heineken has decided to promote this advertisement on TV and Cinema thanks to this great success. That is why we could find this advertisement on the UK television or UK cinema. At this stage, we cannot see this advertisement on Dutch TV but maybe in few times we will see it. [...]
[...] It really seems like a good night that gets even better when the walk-in-fridge is shown. HEADLINE: Serving the planet is the slogan, as well as a great headline for the ad. Everybody wants Heineken and Heineken is delivered. PAY-OFF: A lot people drinking Heineken beer, hopefully. Also the commercial makes people to associate partying and good times with the company, and those specific bottles of beer. Party basically equals Heineken beer. APPEAL: Mainly the fact that people can identify themselves with the actors. [...]
[...] They look fresh and cold due to the ice surrounding the walk-in fridge. It makes the bottles look beautiful, colorful and appetizing. The background music is as well carefully chosen to make a nice mode, not boring but not irritating either. Important is as well the happiness. It is not just a quiet excitement. Both the women and the men think they have made it to heaven. The looks on their faces are pure happiness and well-being. The laugh, they hug, they point and they scream. [...]
[...] This aspect is not limited, it show the intention to win the game between the beers of the guys and the shoes of the girls. The masculinity is really shown when the men group shouted loudly for the beers as they won a trophy or a football game. The sport aspect is really important in England and is often related to beer when they are watching a game. Furthermore, everything is not so important as to win to be successful and wealthy. As masculinity mean, men must be real men. [...]
