This Heineken commerical uses gender stereotypes and the idea of wish fulfillment to sell beer. It begins by showing a group of well dressed women beside themselves with joy over a walk-in closet filled to the brim with clothing, shoes, and jewelry. After all, what else would a woman do if she came upon a large amount of money? This is an easy and memorable association for most commercial viewers: clothing makes women happy. This suggests, of course, that a closet like that would be any woman's dream come true.
The behavior of the men in the commercial is directly paralleled with that of the women: they are screaming and jumping in delight over a walk-in fridge full of beer. By association, this leads the viewer to believe that this is a man's dream come true. Just in the way that women would nearly pass out in ecstasy over clothing, men would behave identically over Heineken.
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