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Heineken spot pokes fun at lowbrow beer ads.

A new television spot created for Heineken U.S.A. spoofs beer ad conventions, particularly those on display in recent Coors campaigns.

The new Heineken spot, called "rooftop," depicts a rooftop concert complete with loud rock music, exploding kegs of beer, men with tattoos and scantily-clad blonde triplets.

The importer is making ever greater use of humor in its campaigns, including a recent on-line effort that allows web-site visitors to create their own joke headlines to trick their friends.

A new print campaign from Publicis in New York made its debut in June magazine issues. One ad features a clipping that bears the headline, "Amnesia Patient Drinks Heineken But Can't Remember Why." Each news story is set against the trademark green bottle with the Heineken logo.
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Title Annotation:Heineken U.S.A.
Publication:Modern Brewery Age
Article Type:Brief Article
Geographic Code:1USA
Date:Jul 28, 2003
Words:126
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