Tuesday’s ad is for Heineken, from the 1970s or 80s. 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 man who could charitably be called less than handsome holds a mug of beer. In the second panel he takes a drink of the beer. But in the third panel, he looks exactly the same, apparently he’s “Beyond Reach,” so I guess even Heineken has its limits in transforming people by the power of beer.
