Peter York on ads - No 246: Heineken
Heineken seems to have been off the screen for ages but now they're back with a typical, topical familiar-seeming piece. (I wonder who they're targeting now?)
It's about digging holes in the road, clearly an expense of spirit in a waste of shame because the roads are constantly being re-done to accommodate different competing tubes, pipes, fibres and information highways installed by Jobsworths and bloody-minded workmen who positively enjoy stopping traffic and messing things up.
But in Heineken country things proceed differently. In a big hole in a city-centre street, hard-hats are banging away. All human life is there, there's the atmosphere of The Bill or Casualty, our remaining illusions of a cohesive national life. Decent working blokes of various kinds and colours. A lorry driver stops alongside and suggests "while you've got that open we could lay our new gas main."
Long pause with the site foreman in medium shot, his face furrowed (and us expecting a profound cursing-out)... But no, in delicious cod press release - like a police sergeant making a statement - he says what a good idea, saving time and public inconvenience.
Others step in with requests to stick in a cable or a telephone line. Soon a claque, a positive coven of profoundly co-operative, caring British working men has gathered to devise optimal uses for holes in the road. The rear blind of the lorry behind them descends, revealing the force behind this positive turn-up for the book - a huge glass of beer with the legend, "how refreshing, how Heineken".
In a jaded world, when you do these stately set-pieces you have to get them very right - memorable situations, good casting, high production values - because they're a threatened species. On this evidence, it looks as if Heineken can still do that.
Children's bookseller wins The Independent's new author search
Arts & Ents blogs
- 1 Marijuana use by teenagers does not result in a lower IQ or worse exam results, study finds
- 2 Watch what happened when food critics were unknowingly served McDonald's
- 3 Jimmy Carr's controversial Oscar Pistorius joke goes too far at the Q Awards
- 4 Australian café owner sparks debate after saying 'No' to having unruly children on premises
- 5 NHS staff banned from drinking tea or coffee on the job because it looks like they're not working hard enough
MOBO Awards 2014: Jess Glynne hits back at 'ridiculous' criticism of nominated white artists
American Horror Story season 4, Fox - review: Silly, sensational and sensitive
The Apprentice 2014: Nurun Ahmed and Lindsay Booth fired in double elimination
MOBO Awards 2014: Sam Smith sweeps the board with four gongs
The Apprentice, episode 3 - review: Lord Sugar hacks away at the deadwood with double elimination
Of course, teenage girls need role models – but not like beauty vlogger Zoella
Cameron is warned 'no possibility' of UK reducing immigration and that bid to bring in quota on migrant workers would be illegal
Support for EU membership 'at highest level since 1991' with most Brits wanting to stay 'in'
Thousands with degenerative conditions classified as 'fit to work in future' – despite no possibility of improvement
Residents should throw a street party and mix with immigrant neighbours, councils told
Russell Brand threatened with arrest after filming outside Fox News headquarters