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, a tuxedoed magician holds a mug of Heineken. In the next panel, he proceeds to start making the beer disappear by drinking it, holding his left hand to give the “OK” sign. But in the last panel, half of the beer is still in the mug, but the magician has disappeared!
Megastar TV magician Paul Daniels. I’m actually surprised he did a beer ad as he got quite grumpy and moralistic as he got older.
His catchphrase, btw, was “You’ll like this, not a lot, but you’ll like it”, hence the strapline.