‘WTF?!!!’ was our first reaction when we saw this commercial for Jillz. Apart from the fact that we don’t drool on male hard bodies, we just didn’t know what to think of it. But after watching it a few times, it slowly started to grow on us. It has a Moulin Rouge over-the-topness and production value that’s quite irresistible. Jillz is a new sparkling cider (containing 5% of alcohol) that should give Heineken’s product portfolio more balance towards women. And that’s probably why the ad, made by Pink and Poodle (what kind of association should this name evoke?), is so explicit about its target.