Closet.

I am sure all walk-in-wardrobe-obsessed ladies and walk-in-beer-closet-obsessed guys would remember the Heineken Closet ad which was launched beginning this year.

Source: http://www.youtube.com/watch?v=U99C8cSXsG8

Following the success of the campaign, the Heineken people brought their closets to the streets!

To the good people at Heineken: Sorry! I will pick Fashion over Booze (Passion) any day! I can’t wait for my walk-in closet to arrive in 2011.

A poor demonstration of excitement.

Tapping on the success of a popular TVC campaign through street advertisement is ingenious but placing the effort at shady location (e.g. in front of California Fitness) is a huge pity. If these were placed at the glamorous part of Orchard (e.g. Ion Orchard, Wisma Atria or Ngee Ann City), it would have created greater hype and gained a lot more attention than merely having a few tourists and strange bloggers lurking around.