New Heineken "Handlebar Moustache" spot sells the crap out of handlebar moustaches.
But it doesn't really sell Heineken Light very well. In fact, it doesn't sell it at all to me. Other ad gurus around the Web who've never created a beer ad (or, any ads) in their life are praising the commercial. I don't understand this. It certainly is a great looking commercial, though. I'm disappointed in you, Wieden+Kennedy—not that you, being as wonderfully, fantastically great as you are, give a shit.
Previously: new "clever" Heineken commercial isn't.
posted by copyranter @ 1:15 PM
10 Comments:
Yes, this is a stupid commercial (who's praising it?), but the one you recently liked - the Coors Light one with Van Damm - is just as stupid. How does that one sell beer?
It doesn't. I just like it better. I don't know why. Mysteries of life, etc.
You are one mysterious man, Copyranter.
I assume you liked the shitty Stella Artois commercial with Adrien Brody. That one was gawdawful! I can't believe you didn't mock it on your blog.
http://www.youtube.com/watch?v=iMBiuYvA55M
no visible violence, implied sex, a touch of humour - all give this puppy two =b.
I-)
I'll add one thing: at least the Van Damme spots focus on coldness——which is Coors Light's stupid selling point, that it's the coldest beer, whatever the fuck that means.
No, I didn't like that Stella spot.
It fits Heineken's positioning well in two ways: 1) as a premium beer, Heineken is meant for special occasions; the mustache underscores this nicely; 2) it's a nod to Heineken's rich tradition, dating back to 1873.
Signed: A Corporate Tool
Seems like they are taking a page from the Dos Equis book, creating personality for the beer with unique/interesting characters (snakeskin jacket guy, handlebar mustache guy), and also using a soft sell approach (good for certain situations vs. "I don't always drink beer").
I can't recall another light beer whose advertisements use that approach. I think it works well for more selective consumers.
If that's who they are going for, I think it's pretty good. It certainly distinguishes them among light beers. But it could have given a little more face time to the beer itself.
is that Noel Gallagher at 0:13?
What's with the girl with the mustache tattoo on the inside of her finger? Does that sell beer too?
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