Entertainment, Movie#1, Music, Triumvirate, Visual Literacy
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Why Heineken should win an Emmy

Have you ever seen any of the Heineken commercials?

More specifically have you ever seen “The Entrance”

A commercial so truly awesome that it has it’s own poster, as though it were a movie.

click this picture to watch the commercial.

click this picture to watch the commercial.

In a way it is a short film, action packed and over the top, but still well angled and choreographed. It has everything an award winning movie would have.

Amazing Framing

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Here we see our main character. Framed by light and color.

Superb Angle’s

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Watch “The Making of the Entrance” and they will show you that they stole techniques used in kung fu movies. Such as the close frame of the hands, so that the actions are more intensified.

Angle & Framing

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In this last scene, our main character finally gets his Heineken, the scene is intensified by framing with light, and setting the character a part from the rest by putting him in a white tuxedo. We them zoom out to show the whole party.

Colors

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The use of colors in this commercial is repeated in many of the other Heineken commercials. We always see a bright green representing the heineken brand. The main character is alway wearing a more vibrant color than the rest of his companions, usually a shade of blue (in this case it’s a navy blue).

Shots (not the alcoholic kind)

Although there is a lot going on in the commercial, the technque that the director uses to keep the audiences focus on the main character is that he makes the camera follow closely behind or to the side of him.

Although there is a lot going on in the commercial, the technque that the director uses to keep the audiences focus on the main character is that he makes the camera follow closely behind or to the side of him. Almost as if we were walking with him through the shots.

The director also has a lot of continuous scenes in the commercial, these are my favorite types of scenes. For example take the movie Pride and Prejudice (the one with Keira Knightly) a lot of the scenes, instead of cutting to a new angle of a character, simply glide from one room to the next, with each room showing a different character and a new conversation. If you don’t watch Jane Austen movies, because that’s simply not your cup of tea, heres another example: Kill Bill in the final scenes where Uma Thurman goes after Lucy Liu in the restaurant, this is also a continuous shot.

so suave.

so suave.

As you may have noticed either by looking at the pictures or at the link to the video, the main actor doesn’t even get the Heineken until the very end of the commercial. Why is that? becuse unlike Bud Light or Corona  other name brand beers, Heineken focuses more on the fact that you don’t have to binge drink your way through an eight pack to be the life of the party. Check out  a few of their other commercials

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once again, another awesome commercial poster.

this commercial also includes all of the same awesome techniques as the first.

this commercial also includes all of the same awesome techniques as the first.

most of them depict people who are experiencing an awesome night, and happen to be drinking Heineken towards the end. Heineken is one of the few alcohol ads where you see the character drinking not because its spring break and everyone is also happily drinking, not because theres a famous british actor sitting in a dimly lit room telling you that if you drink you will look just as awesome, nor because ‘Merica. Heineken goes more a long the lines of ‘Hey, your having an awesome night, how bout a light drink?’

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check out this Heineken ad about drinking moderately. Where the main characters friends have a crappy night because they get sh*t-faced, and the main character gets to go back stage and meet a hot chick because he drank moderately.

 

 

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Watch this other ad, where Heineken does an experiment of the amount of drinks a person has when they’re having fun apposed to when they’re not. Answer: you drink less when your having fun.

And for that Heineken, I give you a pat on the back. And an honorary imaginary Emmy.

 

 

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