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Guilty Pleasure: Heineken’s “The Entrance”

by C. Ross Jam on May 8, 2011

I’d like to think I’m immune to heavy doses of advertising, but every now and then there’s a TV commercial that really captures my fancy. Recently Heineken has been carpet bombing the NBA playoffs with one advertisement, The Entrance. For whatever reason, it’s really stuck with me.

Part of it is of course the music, The Golden Age, by The Asteroids Galaxy Tour. Like the lead singer, and the lyrics are actually interesting.

Another bit of fascination for me is the number of different versions. On TV I got hooked on the “extended” version of The Entrance, that’s about 1:32 in length. Currently on TV it’s running in a shortened 30 second version, which I find irritating since it leaves out a lot of nuance. Wait! I thought he had a flute at the end?! But digging around on the interwebs, I found the really extended 3:00 minute version, embedded above, which provides a lot of back story. If you believe a commercial can have back story. Oddly enough, at the end of the 3 minute version, he’s got the flute, but not the Heineken.

Like I said, it’s a guilty pleasure.

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