Magazine article Marketing

Heineken's Spoot Approach Makes a Refreshing Change

Magazine article Marketing

Heineken's Spoot Approach Makes a Refreshing Change

Article excerpt

The Fast Forward campaign pokes fun at the tried and tested advertising formula. Imelda Michalczyk reports

How refreshing to see the advertising industry making fun of itself. 'Fast Forward', the latest ad for Heineken by Lowe Lintas, makes its debut at number 19 in Adwatch this week with 48% recall.

The ad, which is often shown at the end of ad breaks, begins with a made-up commercial for a soap powder, with a salesman/presenter pursuing a housewife around her garden as she tries to hang out her washing. The ad suddenly leaps into fast forward, mimicking a video played at high speed. We then witness a range of spoof ads finished off with a man drinking a pint of Heineken. The ad slows to normal speed when his pint glass is empty and the now familiar 'How Refreshing, How Heineken', appears at the bottom of the screen.

James Scroggs, account director at Lowe Lintas, says the idea was to have some fun and to spoof "tired" genres such washing powder, fitness equipment and insurance ads. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.