Heineken 'Give Yourself A Good Name' (Boss's Daughter)

This commercial was created for the Heineken Beer distributing company in the Spring of 2010. The product being advertised is Heineken beer. This commercial markets this product as a means to make good things happen, such as ending up with your boss’s very attractive daughter. The commercial portrays the beer as the way to have a good time.
I found this ad when I was watching the NBA last year on ESPN. I repeatedly saw the same commercial throughout various sporting events throughout the spring and into the summer. This ad is aimed at the male demographic ranging from age 20-40. The ad shows an upscale bar with very classy looking people, so the commercial seems to appeal to a wealthier clientele as well. The psychographic audience the ad was trying to appeal to males who lead a classy lifestyle and work for jerky bosses and hang out after work with their co-workers at a nice bar. In general, it was appealing to young, successful, hardworking, classy males.
Some other competition lie in the hands of other beer distributors such as Budweiser, Miller and Coors. All of these are competitive brands that Heineken has to compete with for the same consumers. The strengths of this ad are in the construction of the ad. The ad has very attractive actors in it, particularly the boss’s daughter. Furthermore, the advertisement has a great background song and portrays Heineken as a classy beer that you drink with classy people. The weakness of the ad is that all of the positive aspects about Heineken need to be inferred by the consumer. It does not say why Heineken is a good beer or if it tastes good. Instead, it portrays the image that Heineken will help you pick up pretty women and do mischievous things to important people.
The advertisement portrays the strength of the brand by promoting the brand in a very classy, upscale environment. It furthers this image by dressing the actors in fancy suits, and making the boss in the commercial seem like a very important, busy, intimidating man, which perpetuates the image that classy people drink Heineken because it is a classy beer. The Target audience would respond well to this ad. I know from personal experience that my friends and I all discussed the ad amongst ourselves because we all found the daughter in the commercial to be extremely attractive. Furthermore, it appeals to the male demographic because it has good music, pretty women and beer; aspects of life that the target audience clearly enjoys.
All in all, this is one of my favorite commercials of all time. The way the commercial is shot with the geeky, yet lovable looking guy picking up the boss’s daughter endeared me to this brand. I also love the music in the background and the short simplistic message of the commercial. In my opinion, this commercial is a masterpiece.