This diversity ad represents Heineken's foray into gay media and is similar to other diversity advertising.
However, Heineken has used a lot of gay themes in its mainstream commercials, though usually with an uncomfortable take on the idea. A 1999 Heineken ad that ran in the UK took a more neutral approach to the subject.
Beer companies are well represented in The Commercial Closet, largely due to an effort in the mid-1990s to pull away from the industry's longterm sexist advertising themes that objectified women. Such commercials were summed up by the Swedish Bikini Team. Looking for new material to mine, brewers began extensively playing with gay and transgender themes in their advertising. However, because beer drinkers are stereotypically macho, the tone of many of the ads were more often negative.