Heineken's fun new ad for the UEFA Euro 2020 soccer tournament depicts rival fans from different nations pranking each other in the guise of pretending to be helpful.
In the spot, by Publicis' new bespoke Heineken agency Le Pub, French soccer fans get a free pizza from an Italian rival and find out it's emblazoned with the message "Forza Italia," an England supporter gets a free beer from his housemate and finds out it's designed for Scottish fans, a German football lover offers to take photos of Polish fans but instead takes a selfie, and a Spanish fan gives a Portuguese couple directions that turn out to be completely wrong.
The ad ends with the tagline "Finally together, to be rivals again," a nod to the fact that the tournament's been delayed by a whole year due to COVID-19 (hence why it's still called 2020).
"After a year like no other, it was important for us to positively celebrate fans coming back together again with Heineken," said Bruno Bertelli, global chief creative officer of Publicis Worldwide and CEO of LePub, in a statement. “Capturing the fan spirit through Heineken's unique tone of voice has been an inspiring challenge for us, and we are really pleased to have produced this latest film, which finds the human truth behind the fact that the fan experience at UEFA EURO 2020 is greatly enhanced when you watch the action with rivals."
Heineken is the exclusive beer partner of Euro 2020, which will be played across 11 European cities from June.