Why do companies change adverts for different takes, have any of you noticed that sometimes an advert changes slightly?

[MickyMacgraw]

There are two I have in my mind that have the same original "body" of the advert but certain scenes have definitely been changed and i wondered why.
The first advert is the one starring June Whitfield in the AXA Sunlife insurance advert, there was a particular part where she's watching an outtake of her and Lesley Phillips in which afterwards she says something to the effect of " Aah the good old days, what a carry on and not a care in the world"
This was said in a very haughty and rude tone in my opinion and was soon changed for the same wording but said in a more calmer less condescending way. Was the reason for this change maybe because of complaints?

My other advert is this one, the Asda Price Guarantee Receipt Comparison System Advert Heather Thomas Commercial in which before the lady that says at 54-56 seconds "is very easy to use and very quick" has a longer speaking role but this has now been replaced by the one in my link, does anyone know why this is done?

https://www.youtube.com/watch?v=oXYCiR0SYFI

[Count-A-Strong]

Have you ever thought you might watch too much TV Micky?

[MickyMacgraw]

Funny countastrong, I actually don't watch that much believe it or not it's just that these two adverts caught my mind and tickled my curiosity.

[sometimesit]

One reason that springs to mind is that people see the advert at different times and changes get people talking about the product.
Another is - as you say because of complaints.
But the biggest reason is money. The adverts are monitored against sales by the company that pays for them so they may have them tweeked to suit their 'needs'.

The latest 'complaint advert' I've heard about is the john Lewis Christmas advert where a dog is in a kennel in the snow. This has been removed from the 30sec advert that will be shown after the weekend.

http://www.telegraph....after-complaints.html

http://www.youtube.com/watch?v=mpV-xagkTDU

[MickyMacgraw]

Thanks sometimesit, just had to be sure it wasn't my imagination :)

[Zeuhl]

Doesn't need actual complaints.

For Axa, they might well be monitoring customer awareness of the ad by phone or online and may have picked up adverse comments. I suspect they wouldn't reshoot - they probably had various takes already in the can and just needed a re-edit.

Of course ads are often trimmed after the initial burst as shorter spots cost less.
.

[tonymclark]

Events in the news can be another reason for changing the edit of an advert, sometimes meaning a re-shoot of the ad.
I'm trying to think of an exact example, but the sort of thing where a tragic event may have been echoed (even in a minor similar way) in an advert.