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Kennedy Richards

Professor Allen

College Writing 1

18 September 2015

Cheating Death is Possible

Is cheating death possible? The century old question is posed once again in the eerie ad-

vertisement by renowned beer company, Heineken. The ad depicts a middle-aged white male in a

zombie-like state of euphoria while holding a bottle of Heineken to his head. He is staring at the

gun shaped Heineken bottle out of the corner of his eyes while smiling enthusiastically. The liq-

uid seems to please him as the glass bits burst out of the other side of his head. In the corner with

the empty bottle upside down, there is a phrase in all black, bold caps saying, “CHEATING

DEATH IS POSSIBLE.” Heineken depicts the upper class men with busy schedules living in the

sad, somber world without Heineken, followed by the over-exaggerated happiness caused by al-

cohol consumption, and most importantly the struggle of what the advertisement conveys about

suicide and alcoholism.

The contrasting colors between the environment and the product prompts the audience to

segue into the benefit of Heineken in a disturbing matter. The gloomy, gray background high-

lighting the twisted smile on an excited, working white man, whom’s skin is flushed with stress.

He looks drained and almost resembles a lifeless being in his detached state. He is looking to-

wards the gun shaped Heineken bottle pointed to his head; he is relieved at the force being ex-

erted by trigger of the bright green bottle. Since the mid 1860s, Heineken has capitalized on

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the refreshing colors of green and red bottle. However, these signature colors by Heineken are

heightened by the contrast of the background and the product. This creates a more vibrant and

lively feel of the alcohol shooting out of the man’s head. The green coloring of the bottle is sym-

bolic of renewal, health, and eternity. With this euphonious imagery, one is to think positively of

the alcohol and its “healing powers.” Thus, allowing the advertisement to build on its favor of

alcohol in the alcoholism versus suicide debate.

By modeling a “corporate” white male in a button down and tie it can be inferred that

his possible career is a strenuous 9-to-5 that is very similar to a “suicide”. Not only does he

have a strenuous job, but the ring on his finger allows the audience to assume that he has a fam-

ily at home which is found in society to be mostly the women’s issue, but a type of drain for men

to come home to handle. Heineken suggests that drinking their beer is the best to cheat death and

avoid the consequences of routine. Also, the white male being used could possibly help other

white men relate in that he is just an “Average Joe” trying to live his humble, middle-class life.

Furthermore, the lack of other races in the ad could cause lack of sales due to limited relativity

with minorities. Thus, meaning many people feel as if they have to assimilate and act out appro-

priation of the white man.

Continuing the on-going argument of refreshing alcoholism instead of suicide, the con-

cept of “take it to the head” is provoked. In this case, the man is looking towards the gun shaped

Heineken bottle pointed to his head, his mouth is open in a wild smile as if he is relieved at the

force being exerted by trigger of the bright green bottle. His face in all shows Heineken as a

soother; diminishing all of his problems. Heineken is promoting a solution of taking Heineken

“to the head” instead of a gun “to the head.” As mentioned before, Heineken understands its

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users have exhausting tasks to complete. They would rather their consumer be addicted to their

product for the rest of his life, instead of committing suicide. Thus, resulting in loss of a cos-

tumer.

In conclusion, Heineken seems to be promoting alcohol as a substitute for suicide. Ac-

cording to the National Institute of Alcohol Abuse and Alcoholism, approximately seven percent

of adults 18 years or older suffered from an Alcohol Use Disorder in 2013; while the American

Foundation for Suicide Prevention found that in 2013 someone died from suicide every 12.8

minutes. Yet, what we are failing to understand is that the two can and will go hand in hand. It is

well established that alcoholics have a high suicide rate. Furthermore, ultimately comparing the

two seems to be unethical and morally questionable. Implying that one can cheat some form of

death (whether it be literal or figurative) by drinking alcohol is deceptive and creates an entirely

new discussion on what Heineken and other companies consider effective advertising. It is im-

portant to discuss or at least ask what form of death is being presented. Is it an actual suicide or a

social suicide? Why is Heineken using the promotion of a product that can “cheat death” as a

marketing strategy? The topic of self-medication and using alcohol to cope with problems seems

to be the underlying message in this advertisement. By promoting the detrimental use of alcohol

in terms of alcoholism and self medication, Heineken loses an immense amount of credibility.

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Here is the Advertisement of Heineken published in 2013.