This German commercial for Heineken beer depicts a woman showing her female friends what can be assumed to be a new home. When she opens her large closet of clothing, shoes, and jewelry, the women shriek with delight. Off-screen, they hear a roar of excitement, as the camera cuts to four excited men standing in an over-sized fridge filled with Heineken.

discussion

This commercial was in German. Did you have trouble following the meaning, or was it easily understandable? Why or why not?

What assumptions about gender does this commercial capitalize on in order to make the selling of Heineken most effective? What does the ad say about the social construction of masculinity and femininity?