Excitement is an emotion that can be felt by all people; however, this particular Heineken commercial depicts the different types of enthusiasm that men and women experience and the reason behind them. While a woman is giving a tour to her acquaintances, she leads them to a walk in closet. The minute the women open the closet door and see the clothing, shoes, and accessories, they burst into screams of excitement. From this part of the commercial one can infer that traditionally women experience overwhelming joy over materialistic things such as clothing.
Meanwhile, the men experience a somewhat similar yet different reaction. The men, appearing bored, make their way towards a different door. When it opens, they explode into screams of excitement as well. Unlike the door that the women opened, the door the men opened led to a different room- a walk in freezer full of Heineken beer. In the rush of excitement, the men scream apparently as loud as the women did over their version of materialistic things.
Through both scenes of enthusiasm with the men and women, Heineken demonstrates the stereotypical materialistic nature of people. Men are portrayed to be obsessed with beer while the women are fixated on the clothing, shoes, and accessories. Assuming that both the walk-in fridge and closet cost large sums of money, the commercial demonstrates how consumerism drives our desires and excitement.
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