About this advert
Heineken- made to entertain
10 October, 2010,
Jamie Street's view
This ad is Heineken's advert to a problem faced by all beer companies; lately people have begun drinking at home. Particularly with the finacial issues of the recession more people have decided that it is cheaper to stay in and as oppose to people (particularly men) going for 'a lad's night at the pub' they go for 'a lads night in'. I found this ad, and its sister ad which features pizza boxes instead of CDs, particularly effective as it opitimises the idea of a night in by linking the obvious metaphors of pizza boxes and CDs with the product. However, potentially a more important factor in the ad is the fact that it advertises the mini-beer keg, a product that is unique to heineken and obviously designed for this new market. Furthermore, the strong use of branding through the green background make the advert more striking and instantly recognisable as Heineken. My only criticism would be that the use of the CD's distorts the image of the keg. this means that at a glance one might not notice that it is a keg and not just a can of beer and therefore the ad would become no where near as effective. Overall it is a very good ad, that adresses the change in the market well, however it lets itself down by some slightly sloppy execution.
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