Amstel Beer Gift for the Ladies

Heineken in the Netherlands launched a popular TV ad for Amstel beer in March 2007, a tongue in cheek offering to make it up to the ladies who are frustrated by their man’s low capacity for romance. To the sounds of the popular song, If You Don’t Know Me By Now, we see men in potentially romantic settings, failing to get it right.

Garden scene from Amstel Romantic Men TV ad


Men pick their nose, discard their vegetables, drink out of the bottle, swamp the spa bath, and drink while dancing. The spot finishes with beer drinking men singing the theme song, accompanied by Dutch pianist Jan Vayne. “Amstel understands that men are not always romantic. And we think that’s a shame for you. So this one’s for the ladies. Our gift to you. What a lovely gesture…”

Beer ruins a romantic scene in Amstel Romantic Men TV ad

Amstel Goedmaker

The original version, with voiceover and text in Dutch…

Click on the image below to play the video in YouTube

The English version

Click on the image below to play the video in YouTube

The TV ad is part of a campaign developed at Doom and Dickson, Amsterdam, by creatives Jaap Sinke and Ferry van Tongeren. Serge Steijn, strategy director at Doom & Dickson, responded to suggestions the ad was provocative by explaining, “It is not our intention to provoke. We want an ironic wink.”

Filming was shot by Jeroen Annokkee, via Czar, Amsterdam, with director of photography Lex Brand.

Jan Vayne and singers in Amstel Romantic Men TV ad

If You Don’t Know Me By Now

If You Don’t Know Me By Now, written by Kenny Gamble and Leon Huff, was made a hit in 1972 by Harold Melvin and the Blue Notes, a soul group from Philadelphia. English band Simply Red picked up the song in 1989 and took it back to number one in the USA, Canada and UK. The song surfaced again when Ricky Gervais performed it as part of the British comedy series, The Office and included a music video for the track in the Office DVD set. I believe that the track used in this ad features the Harold Melvin arrangement, though I could be wrong!

Lyrics for If You Don’t Know Me By Now

If you don’t know me by now
You will never never never know me

All the things that we’ve been through
You should understand me like I understand you
Now girl I know the difference between right and wrong
I ain’t gonna do nothing to break up our happy home
Oh don’t get so excited when I come home a little late at night
Cos we only act like children when we argue fuss and fight

If you don’t know me by now (If you don’t know me)
You will never never never know me (No you won’t)
If you don’t know me by now
You will never never never know me

We’ve all got our own funny moods
I’ve got mine, woman you’ve got yours too
Just trust in me like I trust in you
As long as we’ve been together it should be so easy to do
Just get yourself together or we might as well say goodbye
What good is a love affair when you can’t see eye to eye, oh

If you don’t know me by now (If you don’t know me)
You will never never never know me (No you won’t)
If you don’t know me by now (You will never never never know me)
You will never never never know me (ooh)

  • http://puvo.bezpredel.com/ g_i

    thanks, good job!

  • John Greer

    Who is the cute blond in the beginning getting the leftover plate of food from the guy who looks like Roger Clemens??