Most Rugby World Cup ads we've seen so far have targeted those who love and appreciate the game, but Heineken is taking a different approach. The brand's first global Rugby World Cup ad is basically a shout-out to those who don't understand it, but might want to make an effort to enjoy the action.

The spot, created by Publicis Italy, shows people watching rugby whose behavior betrays their (lack of) knowledge of the game—they cheer or despair at the wrong moment, or simply stare confused at the screen, before taking their cues from those around them. It's titled "The Delay."

The insight behind the campaign is that non-fans are often turned off by rugby, because it looks too complicated to be enjoyed. But in fact its fans are inclusive, and everyone can have fun watching a game. 

“We wanted to tap into a fanship moment and make it bigger," says Bruno Bertelli, global CCO of Publicis Worldwide. "Invite everyone to watch the Cup not just the fans, because we know during RWC the enjoyment comes from sharing a game and a beer as much as from what happens on the field. For us it was important to make RWC accessible to a wider audience."