Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #2196: Heineken Refreshes Joe Jordan

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Thursday’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 four-panel box format, featuring illustrations of Scottish football player, coach and manager Joe Jordan. “A former striker, he played for Leeds United, Manchester United, and Milan, among others at club level, as well making 52 appearances and scoring 11 goals for Scotland. As a player he gained a fearsome ‘Jaws’ persona due to having lost two front teeth early in his career.” And that’s the angle played in the ad, where in the first panel he’s holding a mug of Heineken, smiling broadly through two missing front teeth. In the second he’s downing the beer, while by the third panel his missing teeth are back, plus his teeth are gleaming white now. So that’s a pretty impressive beer.

Heineken-1970s-joe-jordan

Beer In Ads #2195: Heineken Refreshes Don Martin

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Wednesday’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, drawn by cartoonist Don Martin, who was best known for his work in MAD Magazine, a chef looks tired, as evidenced by his hat falling limp behind his head, so he’s drinking a mug of beer. Which — FWOT! — makes his hat stand up stiffly at attention. But in the last panel, once he’s removed his hat, his hair is standing up too, with a part down the center. So that’s where the changed text comes in: it’s not “parts,” but “partings” in this ad. Unfortunately, this was the best resolution of the ad I could find.

don-martin-heineken

Beer In Ads #2194: Heineken Refreshes Pirates

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Tuesday’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 classical pirate, complete with eye-patch, parrot and peg leg, is holding a mug of Heineken. In the second panel, he drinks the beer, only to have lost the parrot and gain a vulture along with a second peg leg in the third panel. Not only that, but he’s now sporting a second eye-patch, meaning he’s completely blind. So you might be tempted to ask yourself what went wrong? Why didn’t something good happen to our pirate? A careful reading of the text provides the answer. For most of these ads, the tagline is “Heineken refreshes the parts other beers cannot reach,” but in this case it “refreshes the pirates other beers cannot reach.” So the beer made him more pirate-y, which explains what happened.

Heineken-1970s-pirate

Beer In Ads #2193: Heineken Refreshes J.R. Ewing

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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, the main protagonist from the television series “Dallas,” which aired from 1978-1991, J.R. Ewing. “The character was portrayed by Larry Hagman. As the show’s most famous character, J. R. has been central to many of the series’ biggest storylines. He is depicted as a covetous, egocentric, manipulative and amoral oil baron with psychopathic tendencies, who is constantly plotting subterfuges to plunder his foes’ wealth.” In the first panel, a grinning J.R. stares straight ahead, obviously up to no good. In the second, he’s now holding a mug of beer, which presumably he’s downed half of, though his devilish expression has not changed. But by the third, the beer has apparently kicked in and a halo has appeared above J.R.’s head. I guess beer turned the naturally evil Ewing good.

Heineken-1970s-larry-hagman

Beer In Ads #2192: Heineken Refreshes Spock

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Sunday’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, Spock from Star Trek must be under the weather, or at least in a bad mood. His ears are limp and drooping. In the second panel, he lifts a mug of beer to his lips and immediately his ears being to perk up. But after finishing his beer, Spock’s ears are standing tall, and even he thinks it’s “illogical.”

Heineken-1970s-spock

Beer In Ads #2191: Heineken Refreshes Paint By Number

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Saturday’s ad is for Heineken, from 1976. 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 drinking dutchman holds a mug of Heineken, and is ready to painted by the numbers. Only his beer has been colored. In the second panel, he’s started to drink and color is spreading out from his head to the background. After he’s emptied the mug, he’s fully colored, and so is the background. If Only I could paint a room that easily.

Heineken-1976-paint

Beer In Ads #2190: Heineken Refreshes Butterflies

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Friday’s ad is for Heineken, from 1978. 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 two-panel format, a caterpillar is holding a mug of Heineken awkwardly as we appears to walk. But after downing the beer, he’s transformed into a beautiful butterfly. Curiously, he still has some caterpillar legs though so maybe the transformation isn’t complete yet. I’m sure another beer should do the trick.

Heineken-1978-butterfly

Beer In Ads #2189: Heineken Refreshes Hats

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Thursday’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 two-panel format, a posh-looking woman in a pink hat is taking her first sip of beer. Afterwards, her hat balloons to many times its original size, with life-size fruit hanging off of it.

Heineken-1970s-hat

Beer In Ads #2188: Heineken Refreshes Sandcastles

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Wednesday’s ad is for Heineken, from 1980. 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 single-panel format, after having half a mug of Heineken, a man relaxes after building a pretty impressive sandcastle.

Heineken-1980-sandcastle

Beer In Ads #2187: Heineken Refreshes Rebus Puzzles

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Tuesday’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, an unusual three-panel horizontal format, a rebus puzzle that carefully sounds out the Heineken tagline, with one humorous exception;

Heineken-1970s-rebus