Heineken and Skyfall

• The TV advert is made to resemble a bond film starring Daniel Craig (celebrity endorsement)
• Includes generic AA movie principles including jeopardy, chasing, weapons, villains, exotic locations etc
• Targets its male audience by persuading them that drinking Heineken brings a world of adventure and being in an overly long train (which, in fact is the orient express)
• In this particular room (pictured below) there are chandeliers, gold plated ceilings, and everyone inside appears to be a snobby aristocrat. This gives off the impression that with Heineken, you will be introduced to the world of glamour and trains. (the orient express, for example) The advert over exaggerates the fact that this ordinary man is the “dashing protagonist”. He has the typical protagonist “smooth look”, he is well dressed, skilled with essentially every move he makes and he is always in the centre of the camera shots, making everyone else look like a prop. This is also (as per usual) sexist as the “great man in the middle” has all these qualities and all eyes are diverting to him, showing off how great he is and how “only men drink beer”