Heineken's new campaign for its sponsorship of soccer's UEFA Champions League humorously explores the pain fans feel when they accidentally miss a goal.
Whether it's because they went to get a beer, went to the toilet, answered the door to a takeout delivery or simply glanced at their phone, all the possible scenarios are detailed in a hilarious spot by Publicis Italy, all set to Aerosmith's "I Don't Wanna Miss a Thing."
The ad introduces a new tagline for the brand, "That's Heineken," accompanied by a new approach.
"We are aiming to be light-hearted but also to make a serious point about being in the moment, as there are so many distractions now when you watch sport," says Bruno Bertelli, global chief creative officer of Publicis. "For millennials, life is very serious so we are trying to get back to the DNA of the Heineken brand."
The campaign will also includes digital tools to stop people from getting distracted, created by Poke London, and will encourage people to document their own "unmissable moments."