Walk-In Fridge
Heineken2009
Walk-In Fridge is a 2009 30-second television commercial for Heineken, created by TBWA\Neboko, Amsterdam.
Why it works
At a housewarming, a woman proudly shows her friends the new walk-in closet and they shriek with delight, until even louder screams erupt from the men elsewhere in the flat, who have just discovered the husband's own project: a walk-in fridge stacked with Heineken. Created by Jeroen van de Sande, Jorn Kruijsen and Cor den Boer at TBWA\Neboko and directed by Bart Timmer, the Dutch spot rests on one universal role-reversal gag that needs no translation. It is studied as an early model of seeding a TV ad online first: released to Heineken fans on the Dutch social network Hyves a week before broadcast, it passed two million YouTube views within two weeks, spread so widely that Heineken marketers in other countries asked to air it, and inspired student-built fridges and rival parodies. Dutch viewers voted it the Gouden Loekie for the best television commercial of 2009.
Techniques
- Humour A role-reversal gag in which the men's shrieks over a beer-stocked walk-in fridge drown out the women's delight at a walk-in wardrobe.
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