Heineken's World Cup ad celebrates the clueless people who still try to enjoy rugby

Spot from Publicis is aimed at those who aren't die-hard fans

Published On
Sep 24, 2019

Editor's Pick

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."


Sep 24, 2019
Client :
Agency :
Sr. Director Global Heineken Brand :
Gianluca di Tondo
Global Heineken® Integrated Communication and Innovation Manager :
Els Dijkhuizen
Global Heineken Communication Manager :
Javier Galindo Jimenez
Sponsorship Manager Global Heineken :
Ben Blanco
Global Chief Creative Officer Publicis WW :
Bruno Bertelli
Chief Creative Officer Publicis Italy :
Cristiana Boccassini
Global Executive Creative Director :
Luca Cinquepalmi
Global Executive Creative Director :
Marco Venturelli
Art Director :
Hugo Wahledow
Copywriter :
Claudia Illan
Head of Strategy :
Bela Ziemann
International Strategic Planner :
James Moore
Head TV Production :
Mariella Maiorano
Producer :
Viviana Biondolillo
Post-Producer :
Sabrina Sanfratello
Worldwide Account Director :
David Pagnoni
International Client Service Director :
Davide Gonzato
International Client Service Director :
Eleni Charakleia
Account Director :
Tommy Cottam
Global Account Director :
Alexandra Stoica
Account Supervisor :
Barbara Ruscio Levi
Global Account Manager :
Derek Muller
Account Executive :
Lischa Steiper
Production Company :
Director :
Director of Photography :
Lasse Frank
Executive Producer :
Charlotte Marmion
Line Producer :
Guillaume Lefrancois
Production Coordinator :
Emma Palatin
Production Designer :
Marco Puig
Costume Designer :
Mimi Lempicka
Casting Director :
Emma Skowronek
Editor :
Adriana Legay
Post Production Company :
The Mill
Executive Producer :
Misha Stanford-Harris
Sound Engineer :
Raj Sehgal
Sound :
Grand Central Recording Studios
Digital Agency :
Group Creative Director :
Colin Byrne
Creative Director :
Tim Wild
Strategic Planner :
Sol Ghafoor
Senior Producer :
Anthony Fernandez
Producer :
Suzanne Schurgers
Business Director :
Juyong Kim
Account Director :
Alex Augustyn
Director :
Jason Yan Francis
Director of Photography :
Oriol Barcelona
Producer :
Manon Leurent
Line Producer :
Benjamin Zorilla
1st Director Assistant :
Gaetan Hamon

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