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Beer In Ads #2177: Heineken Refreshes King Kong

Saturday’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, King Kong is eyeing Fay Wray but seems confused in the first panel. So, in the second, he drinks from a tanker truck of Heineken, which causes them to become relatively the same size. What remains unclear is whether the beer made him smaller, or her larger. And while I admit that doesn’t make sense, the airplanes are the same size so it could have gone either way.

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