What is more exciting for a woman than a walk-in closet full of clothes? Probably not much. Well consider the equivalent for a man, a walk-in fridge filled with beer. Heineken likes to believe that this is the case. They even go as far as to create an entire commercial around the topic.
The advertisement begins with presumably wealthy women touring a new living space, eventually ending in a spacious walk-in closet. Over their squeals of excitement, roaring male voices are heard. Soon enough, we learn that this enthusiasm is from nothing other than a beer-filled closet. It is obvious that their thrill is far greater than the women's over the clothes. This brings the very interesting topic of dreams to the forefront. Through this advertisement, Heineken suggests that man's ultimate wish is to have a closet full of beer, as it is a woman's wish to obtain a multitude of material possessions in the form of clothing and jewelry. Notice, also, that when the two closets are flaunted to the guests, the guests appear to be equally as excited as the space's owners. Perhaps this also has to do with the idea of wish fulfillment. Are the guests excited for the closets' inhabitants, or are they dreaming of what could be for themselves. Regardless, this promotion of beer suggests that throughout the western world, men and women are obsessed with the idea of having closets chock-full of material possessions and constantly dream of luxury.
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