In 30 seconds, this Heineken ad (a) shows us that our hero is a resourceful quick-thinker, and capable of grace under pressure, (b) suggests a complex emotional history between the hero and the brunette involving at least one previous beer-soaking, and (c) allows us to imagine that despite the humiliation, the guy just might make out with the blonde. She’ll be guarded for the rest of the date, but she can’t ignore the fact that the guy took his soaking, smiled and shrugged it off.