Heineken uses the strategy of dramatization to sell their product. In the beginning of the commercial “walk in fridge,” a woman gives a tour of a living space to three women who all scream for joy when they see a huge closet full of clothes and shoes. One of these woman, who is wearing a scarf, may even have found apparel that she thinks will look good on her, which can be inferred from her stunned facial expression.
Within instants though, the women suddenly stop their cries of happiness after hearing loud screams from below them. It's very interesting to continue analyzing the women. The woman who was giving the tour becomes a little concerned or worried and she turns around see what's going on. The other three women are confused, as well, and they stop shouting.
During the next two seconds of the commercial, we hear noise from the basement but still see the women, perplexed, standing in the doorway to the closet. Most of us are probably thinking, what is Heineken trying to portray? The following scene enhances another overreaction and answers our question; four men are yelling, jumping up and down, and hugging each other because they are so excited to see a walk in fridge full of Heineken beer in someone's living space.
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