As I was saying the other day, unless you time-travel to Brezhnev’s Soviet Union circa 1968, advertising is going to get you one way or another. On the plus side, not all ads have to deaden your brain and destroy your soul like a local TV spot for a car dealership. These days, in fact, some ads are downright cinematic and fun. And for whatever reason, the alcoholic beverage industry is leading the way. There are creative, film-like ads for Dewar’s and Chivas Scotch, Captain Morgan and Bacardi rum, among many others. But the king of them all appears to Heineken, as the Dutch beer brand seems to revel in creating fun, entertaining ads that feature actual stories along with their iconic green bottles. Remember "The Date," which featured that song Jaan Pehechaan Ho? It was so good you stopped fast-forwarding the commercial on your DVR and backed up to watch it. Well, they’ve got a new one out today, called The Voyage, and it’s a fine one. It features a rakish young man (all Heineken heroes are rakish and young) visiting India who ends up chasing a goat who has absconded with his beer bottles.
The ad’s only two minutes long, so I’ll spare you the recap, but I will say this. I’m not an actor, but I know some people who are, and, for the most part, they much prefer doing proper TV shows and movies to doing ads, even though they’ll sing the odd Just for Men Gel jingle to pay the rent. But I imagine that young actors are clamoring to be a part of film-esqe ads like this. Can you imagine what the shoots are like for these things? Probably just like shooting a scene for a massive blockbuster movie. There’s every chance that the protagonist who eventually gets his beer-goat will also eventually get some great offers for mainstream, non-commercial work.
In the meantime, I’m sure we both appreciate ads like this, ads that are actually a pleasure to watch. The question, of course, is whether they actually sell beer, or just give away some entertainment for free. Well, it’s 10:34 a.m. on a sweltering Friday morning in New York City, and I’ve just watched this thing three times in a row. Do I want an ice cold bottle of Heineken right now? I do.
[Related: BlackBook New York Nightlife Guide; Dewar’s is from Glasgow, and Glasgow is Gritty, and Maybe You Are Too; Gael Garcia Bernal and Diego Luna Make Cool Mini-Movie for Chivas Scotch; Today in Creative Spirits Advertising: Bacardi’s ‘Cuba Libre’ Film-mercial; More by Victor Ozols; Follow me on Twitter]