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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
advertisement 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
liquid 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
alcohol 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
highlighting the twisted smile on an excited, working white man, whoms skin is flushed with
stress. He looks drained and almost resembles a lifeless being in his detached state. He is looking
towards the gun shaped Heineken bottle pointed to his head; he is relieved at the force being
exerted 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 mans head. The green coloring of the bottle is
symbolic 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
family at home which is found in society to be mostly the womens 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, middleclass 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 appropriation of the white man.
Continuing the on-going argument of refreshing alcoholism instead of suicide, the
concept 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
costumer.
In conclusion, Heineken seems to be promoting alcohol as a substitute for suicide.
According 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 important 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.