This ad is effective because it shows that all other beers are bad. I would give this ad a 4 out of 10 because it is not true. The 2 best beers are Granville Island larger and Granville Island lion’s ale. The target audience for this ad is beer drinkers. The obvious message of this ad is Heineken is the only option when it comes to drinking beer. The hidden message of this ad is that all other beers are bad. This ad would be most effective in men’s magazines. The advertiser did take advantage of current events because a lot of people drink beer.