Video and song details for the new ‘Moderate Drinkers Wanted’ TV and internet commercial.
In stark contrast to the traditional purpose of advertising, this new 2016 campaign from Heineken encourages men to consume less of their product. Now it would be easy to take a cheap shot at the Dutch lager by suggesting its taste has been successfully doing that for years, but I wouldn’t think of it.
The more serious message of the ad, which appears to be right on the mark, is that women prefer to be around guys who don’t drink themselves into oblivion.
Amusingly, the commercial ends with a barmaid being visibly impressed by a male customer who declines another bottle of Heineken, choosing instead to get up and leave the bar. The woman looks at him in complete shock like she’s never before seen a guy pass-up alcohol. His reason for leaving could however had something to do with the bottle still having its cap attached. So if it’s men who say no to alcohol that attract women, looks like teetotalism could be the way to go.
As you’re probably already aware, the song all the ladies in the advert are singing is Bonnie Tyler’s rock-ballad ‘Holding Out for a Hero’. Featuring the lyrics ‘I need a hero’, this tune was included on the soundtrack to the 1984 film Footloose.
A reworded version of Holding Out for a Hero was used in Just Eat’s recent ‘I need a balti’ advert.
The above ‘Moderate Drinkers Wanted’ commercial was added to Heineken’s official YouTube channel on the 13th of January, 2016.