Monday’s ad is for Heineken, from the 1970s. In the later 1970s, Heineken embarked on a series of ads with the tagline “Heineken Refreshes the Parts Other Beers Cannot Reach.” Many of the ads were in a sequential panel, or comic strip, format and they were intended to be humorous.
In this ad, a three-panel format, I’m not quite sure what’s going on. It’s an odd one. In the first panel, what appears to be a man in drag, wearing women’s clothing. In the second, a crease of smile’s starting to emerge when handed a mug of heineken. What did drinking the beer cause to happen? In the final panel, there’s no a bag over the head of our drag queen. Why, you might ask? I have no idea? Is it funny? I have no idea.