A couple things that are interesting that goes into making the commercial is things to make the commercial "flow." At twelve seconds into the video you can clearly see what jacket the unnamed man is wearing. It's all buttoned up and, you could say, "cozy." But as he is getting onto the train he simply unzips it. Then as he is on the train a waiter looses control of the beer that is on a plate and he simply catches it for him (#1 beer). Then he bumps into a man gambling. The man is frustrated at first but then after he gets a good role, he's somewhat happy. Then he runs into a room knocking down the cards that the man in the room was making a structure with. He is again mad but then the man makes it better by making, what it looked like, a Russian building out of the cards. In those little scenes the inference that I got from it was that heineken makes you "lucky," or feel lucky. As the men continue to chase him he passes through another train car, there is briefly a glimpse of a waiter giving the beer to a table with women sitting at it (#2 beer). He continues running and then passes another waiter giving a man, who looks like a character from Startrek, a Heineken (#3 beer). Then as he passes through an ice trailer, it gives me the impression that the beer is cool and refreshing, because so far in every train car there has been a beer bottle but not in that car (#4 beer). In the last train car there is a girl dancing in a green dress. In the car no one else is in a bright dress or wearing bright colors so the green stands out and gave me the impression of another reference to heineken (#5 beer). And lastly the unnamed man finally runs into Daniel again and he hands the man two Heinekens (#6 beer).
The main target audience for Heineken is men from about age twenty-one to about forty-ish. Also men who are out there and possibly for adventure, because of the last scene when Daniel jumps out of the train. But the target audience for the movie Skyfall is from about age fourteen to forties of both men and women because they could equally like action movies.
The different techniques of advertising in the commercial are patriotism, plain folks, testimonial, and repetition.
Patriotism is used very briefly at the end when Daniel Craig jumps off of the train, he uses a parachute which as the English flag on it.
Plain folks in here because anyone with a twenty dollar bill, and who is twenty-one and over, can at least buy some heineken, so it is not overly expensive.
Testimonial is obviously used because Daniel Craig is a big actor and he is holding two heinekens at one point.
And lastly repetition is used throughout the whole commercial, showing some sort of reference to the beer wether it be a color or the beer itself.
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