Brookston Beer Bulletin

Jay R. Brooks on Beer

Socialize

Beer In Ads #2186: Heineken Refreshes Cricket

By


Monday’s ad is for Heineken, from 1979. 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, it features the international sport of cricket. In the first panel, a thick-bearded batsman is standing next to the wicket, bat in one hand and a beer in the other. In the second panel, he’s throwing back the mug of beer and drinking it down, and you can already see his bat is starting to grow. Thanks to the beer, his paddle has grown to the size of a pizza peel. Let’s see the bowler bowl one past him now.

Heineken-1979-cricket

Beer In Ads #2185: Heineken Refreshes A Bird

By


Sunday’s ad is for Heineken, from 1981. 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 bird flies up to a beer can, and in the second panel perches on the can. After pecking the can open and taking a sip, I suppose he’s supposed to look transformed. But I confess for this one, the bird doesn’t really look different from the previous two panels. He may look a little happier — he does appear to be smiling — but is otherwise unchanged.

Heineken-1981-bird

Beer In Ads #2184: Heineken Refreshes Loaves Of Bread

By


Saturday’s ad is for Heineken, from 1981. 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, a man is riding his bicycle down a tree-lined road with three packages of Heineken tied down to the back. I can’t tell if they’re giant oil-can size cans of beer or some sort of six-pack or other size of bottles. Also on the back of the bike, though, is a ginormously long loaf of bread that stretches the width of the road and then some. Hopefully, he won’t have to travel on any narrow roads to get where he’s going, otherwise he’s screwed.

Heineken-1981-bread-bike

Beer In Ads #2183: Heineken Refreshes The Concorde

By


Friday’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 two-panel format, a Concorde jet is looking a little tired and suffering drooping nose. But after a fill-up from the Heineken fuel truck, the plane’s nose is no longer dropping, but is raring to go. The plane, somehow, is now smiling, too. I wonder why it never caught on to refer to beer as “jet fuel?”

Heineken-1976-concorde

Beer In Ads #2182: Heineken Refreshes Mustaches

By


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 three-panel vertical format, the first panel shows a chubby, bespectacled man with a droopy mustache. After sipping some Heineken, his ‘stache is standing tall. Stiff as a board and ready for action. That must be why he’s smiling.

Heineken-1970s-mustache

Beer In Ads #2181: Heineken Refreshes Steel Girders

By


Wednesday’s ad is for Heineken, from 1977. 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 man is carrying a large steel girder, balanced on his head, while carrying a full mug of beer. It’s obviously a poke at Guinness advertising, which had a similar ad with a man carrying a girder. The girder is bent in a curve, essentially drooping in the front and back, as if he was carrying something limp. But in the second panel, after he’s drank some of his beer, the girder has stiffened up and is straight as an arrow. Plus the man has gone from frowning to wearing a smile, but I’m sure that’s just a coincidence.

2014HH4091

Beer In Ads #2180: Heineken Refreshes Humpty Dumpty

By


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 two-panel vertical format, the Mother Goose character Humpty Dumpty has already had his great fall, and is sitting on the grass beneath the wall he’s just fallen from with cracked noggin. He looks like he’s in pretty bad shape. And while “[a]ll the king’s horses and all the king’s men, couldn’t put Humpty together again,” one sip from a mug of Heineken and he’s good as gold, right as rain and fit as a fiddle. He’s even back on his wall, with a smile on the face of his now intact body, with a blue sky at his back. That’s some damn powerful beer.

mike-cozens-heineken-humpty

Beer In Ads #2179: Heineken Refreshes Shakin’ Stevens

By


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 British rock ‘n’ roll singer Shakin’ Stevens — “the UK’s biggest-selling singles artist of the 1980s” — can’t stop shaking. His real name is Michael Barratt, with his stage name adopted when his band changed its name to Shakin’ Stevens and the Sunsets. Somehow in the second panel he manages to hold a mug of Heineken to his lips and take a sip, which promptly cures him of shaking.

Heineken-1970s-shakin-stevens

Beer In Ads #2178: Heineken Refreshes Hedgehogs

By


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, a hedgehog is about to cross the road. I suspect this ad ran in Europe, or possibly Great Britain, since there are no hedgehogs in the Americas. And perhaps like raccoons or skunks for us, they’re frequently being hit by cars trying to cross the road. But this smart hedgehog drank some Heineken, which magically supplied him with a safety vest to increase the odds of him (or her) making it to the other side of the road. Good luck Spiny Norman.

Heineken-1970s-hedgehog

Beer In Ads #2177: Heineken Refreshes King Kong

By


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.

Heineken-1970s-king-kong