Heineken's funny Champions League ad details the pain of missing a goal

Beer brand takes a light-hearted approach in soccer sponsorship campaign

Published On
Sep 19, 2018

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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."



Sep 19, 2018
Agency :
Publicis Worldwide
Sr. Director Global Heineken Brand :
Gianluca di Tondo
Global Heineken Integrated Communication and Innovation Manager :
Els Dijkhuizen
Global Heineken Communication Manager :
Ita Bassey
Global Chief Creative Officer Publicis WW & CEO :
Bruno Bertelli
Chief Creative Officer :
Cristiana Boccassini
Executive Creative Director :
Luca Cinquepalmi
Executive Creative Director :
Marco Venturelli
Associate Creative Director :
Eddy Guimaraes
Associate Creative Director :
Vinicius Dalvi
Senior Copywriter :
James Andrews
International Strategic Planner :
James Moore
Head TV Production :
Mariella Maiorano
Producer :
Viviana Biondolillo
Worldwide Account Director :
David Pagnoni
International Client Service Director :
Davide Gonzato
Account Supervisor :
Barbara Ruscio Levi
International Account Manager :
Dalila Salhi
Account Executive :
Lischa Steiper
Production Company :
Iconoclast Paris
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 :
Fred Olszak
Post Production Company :
The Mill
Executive Producer :
Misha Stanford-Harris
Sound Engineer :
Raj Sehgal
Sound Company :
Grand Central Recording Studios
Group Creative Director :
Colin Byrne
Creative :
Ross Dexter
Creative :
Matthew Comras
Strategic Planner :
Sol Ghafoor
Planner :
Alvaro Ojeda
Senior Producer :
Rachel Stuart
Business Director :
Juyong Kim
Account Manager :
Alex Augustyn
Data Analyst :
Chris Wake

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