The Date (Heineken), new butchered version

Someone cut this ad down to 15 seconds (I think; I didn’t time it but it seemed very brief) and replaced the fabulous 1960s song “Jaan Pehechaan Ho” (from the 1965 Bollywood-before-there-was-a-Bollywood film Gumnaam). Badly on both accounts; the singer’s mouth is still singing the original, but the music and words we hear are different.

I would post a link to the short-short version, but I couldn’t find one.

One has to wonder what happened; the original ad was 92 seconds long and didn’t take itself too seriously, but this…wow. A meaningful look, a magic trick deliberately shot from the wrong angle and a song that doesn’t match the vocalist’s mouth movements just doesn’t make a story.

There must be an interesting story behind the machete-edit, because it makes the editor look bad (though I’m sure he/she worked hard to make it as good as possible), it makes the ad agency that produced the original version look kind of bad, and it makes the brand look bad–or at least less good.

I read somewhere that the first ad in the series (“The Entrance”) had to fight off a complaint from another brewer in the UK who claimed it implied that drinking the beer made a person more interesting…except it never showed the dashing male character drinking the beer.

Was there a similar complaint for The Date? The couple doesn’t get their beer until the end and are never shown drinking it. An issue with the song rights? I hope not; I love both the song and the 1960s Eurasian vibe it conjures.

Maybe it was the song’s Ghostworld association–the Gumnaam scene featuring it is shown in the opening scene of the 2001 film made from the comic book.

In any case, I don’t think it was Heineken International’s intention to set off a bunch of speculation as to why the original filmlet was cut down so drastically (OMG, maybe they couldn’t afford a full 30 seconds on the obscure cable channel I was watching!). Perhaps they would have been better off not using the short-short version.

Kind of a bummer for their image, as it was pretty good beer back when I could still drink beer.

Update: I saw this ad again, but it appears to have been fixed. The singer’s mouth movements fit the song, the ad is longer, and now the Facebook contest connection is explained well enough that a non-Facebook person (I’m a Twitter person) can understand what’s going on.

Either I saw a trial run that was later fixed, or I was extremely tired and not paying attention. (My money’s on a trial run, because I was paying attention as soon as I realized the song was different.)

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