Though a very short commercial, this Heineken advertisement manages to get to the point (selling their product) in a clear and direct way. The people shown in this commercial appear to belong to an upper-middle class. We can infer this not only because of the clothes they are wearing (chic dresses and skirts in the case of the women, polos and kakis in the case of the men), but also because of the fact that the owners of the living space are able to afford huge walk-in clothes and storage spaces for shoes and beer.
These types of characters were consciously chosen as a way to link the product Heineken wants to sell with a lifestyle most people would like to achieve. They try (and succeed) to accomplish this through the use of stereotypes and gender stereotypic behavior, so that people can feel easily identified with the characters they are watching. Though stereotypes are usually used in the media, Heineken relies heavily, if not completely, on them. The aim of this commercial is to make the viewer believe that if they buy this particular brand of beer, they will be just as happy as the people they are watching on their TV screen. And who would not buy a beer that comes with a side of happiness?
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