James Bond Heineken 2015 Advert

Here is a Heineken advert from 2015. It shows a generic James Bond scene, with Daniel Craig but with Heineken beer involved heavily. This advert uses strong Ethos, with Heineken trying to appear to be cool, the sort of drink that James Bond would drink. This is also a lifestyle advert, implying that the sort of people who drink Heineken lead this sort of lifestyle and as such, hope to make viewers think that by consuming the same product as James Bond and the people acquainted with him, they will have a piece of that and perhaps be as cool as them. On Maslow's hierarchy of needs, this advert would come under the self-actualization section, as it appeals to peoples desire to reach their peak.