Be the Man

When you drink Heineken everyone will notice you when you walk into the room. It will give you a sense of entitlement and self-confidence which every man wants when they walk into the party. Heineken's ad is saying drink our beer and you will be the man. The man who can fit in with everyone, who can do anything, and who everyone wants at their party. 

Drinking Heineken will make you the jack of all trades. You can party with a prince, make jaws drop, play in a band, or make the winning score. By being this man you are able to be who everyone wants to be. All of this is accomplished just by drinking Heineken. 

Advertising like this is playing with the idea that accomplishments can easily be obtained through their product. Heineken wants to show you that it is easy to be who you want to be at a party. All you have to do is drink their beer and you will be the man!

Executing "Be a Man of the World" Campaign

The Entrance commercial is Heineken's first ad in their most recent campaign, "Be a Man of the World". The purpose of this new campaign is to shift the focus from the brand Heineken, to the person buying the beer in order to emotionally engage viewers. Many alcohol commercials embody both aspects, and I think Heineken has done a good job of making the ad about the "customer" but not forgetting to include why the advertisement exists, the brand.

 Sandrine Huijgen, manager of Global Heineken Communication, said that "a man of the world is confident, resourceful and open to new people and experiences when making an entrance – with a defining choice of beer".

I think this ad ultimately reaches a broad audience because of how employable it is from the aspect of many demographics. The humor is fun to watch, and easy to laugh at; every encounter the man experiences brings something different to the table.

From a 21 year old woman, to a 50 year old man, many people enjoy social gatherings, and some of those people especially enjoy being the social butterfly at the party like the man in "The Entrance". He made a strong and memorable entrance, just as Heineken wants their brand to be strong as memorable to consumers of all ages. 

The Entrance

“The Entrance” is not only the title of this next commercial, but the perfect way to describe the entirety of Heineken’s ad. The commercials starts off with a man getting dropped off in front of a building as what looks to be paparazzi snapping photos of him as he walks in. Right as this mystery man steps foot inside he is greeted by an elderly man who seems ecstatic to see him. As he continues on, he is offered a couple drinks; either a cocktail or a Heineken. After shrugging off the cocktail he reaches for the Heineken but is pulled away by another guest before he can grab it. The commercial continues with this suited man acquainting himself with almost every guest at the party. Each time the greeting is a little different with a fun twist, as if he has an inside joke with each affiliate. He encounters a standoff with a stout cowboy-looking man; he draws his imaginary gun and fires a direct shot and watches the man stumble backwards, then proceeds to embrace his friend with a hug. The oh so popular man continues through the party performing tricks and charades impressing the all guest members. He comes across a martial arts expert and carries out a series of blocks and punches as the two men pass a Heineken bottle back and forth. The sequence ends with the gentleman handing over the Heineken to the “ninja man” with a smile. The commercial concludes with the mystery man twirling and playing a flute with the band and singer, and accepting a fresh Heineken from a waiter.

Like the old saying quotes, “The party don’t start till I walk in” is exactly what this commercial is portraying. This man literally walked in and started the party. Heineken wants to show the audience that their beer is the optimal choice of beverage at an event and will kick off the night.