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Company: Heineken
    View Company Scorecard / Contact Company
Brand: Heineken
Ad Title: Shopping
Business Category: Alcoholic Beverages
Media Outlets: Television
Country: United States
Region: North America
Agency: Strawberry Frog
Year: 2006
Target: Mainstream
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Theme(s)

Same-Sex Couples/Families

Straight Left Out

Theme Breakdown

AdRespect Score: 
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A man and woman are at separate check out aisles in a super market. As they place their items on the conveyor belt, each realizes the other is purchasing the same items.

From her shopping cart, she produces a facial mask for women; he produces one for men. She puts a bag of kitty litter on her conveyor belt; he puts the same bag on his. She lifts up a magazine; he lifts up the the same one.

An unspoken challenge begins between the two, and when their items no longer match exactly, he tries to find things in his cart which complement hers. She puts down a candle; he puts down matches. She comes up with a steak; he comes up with charcoal briquets.

Finally, she puts a six pack of Heineken on the conveyor belt. The man struggles to find something to match the beer. By the time he reaches for a bottle opener in the display behind him, another woman has joined the first.

The women snuggle up next to each other and smile, as the second woman waves a similar bottle opener at the man. The man smiles back sheepishly.

The camera focuses on the Heineken six pack traveling down the conveyor belt and the message "Heineken meet you there" appears on screen.

This commercial earns an Equal rating because even though the man believes he was flirting with one of the women, he accepts that the women are in a relationship.

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Denise , Lexington, KY
This wasn't a negative ad at all. I thought it was rather clever and cute.
It was not homophobic in any way that I saw. In the end, he just saw the cute girl had someone else to open her drink bottles!

Annemarie , Austin, TX
I would call this a "bisexual" ad, not lesbian. I love it for bisexual, not so good for lesbian.

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