Heineken’s future shocks
Posted: Tuesday, October 30, 2007 3:00 AM by Rob Neill
Filed Under:
Alcohol
It’s Halloween, and that means two things: Creepy stuff and beer.
We’ve been meaning to write about this one for a while, but work kept getting in the way. Noticed it a couple of months ago, and our first reaction was “er … that’s kind of weird.”
Who knew that at the same time one columnist was calling it the most sexist beer commercial ever produced? Which, since it’s a beer commercial, pretty much means it’s the most sexist commercial ever produced. (Even though said writer pretty much knocks himself off his perch by telling a sexist joke.)
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| Heineken |
The commercial begins with bad techno music (we’re sorry, redundant we know) and a woman robotically walking across a stage. Then her minidress opens to reveal … a minikeg. Actually it's Heineken’s portable DraftKeg, which their Web site informs us holds 10 pints (or, as we referred to it in college, “brunch”) for up to 30 days (or, as we referred to it in college, “roughly 30 times the amount of time that much beer would last in the apartment.”)
But wait, there’s more. Upon release (birth?) of the keg she grows another set of arms and proceeds to serve up a cold one. She then clones herself twice.
Sexist? Probably. Objectifying women? Probably not any more so than any other beer ad.
We won’t be buying any Heineken any time soon, but that has far more to do with their actual product than how they promote it.
Off topic: We understand where this Roomba pitch is coming from. Unfortunately.
