Jose Mourinho Is Unimpressed With Lame Excuses in Heineken Champions League Spot

Manchester United Manager Is Encouraging Fans to Turn Games Into Social Occasions

Published On
Feb 14, 2017

Editor's Pick

Jose Mourinho, the legendary and controversial soccer manager currently at Manchester United, gives soccer fans another lecture in a campaign for Heineken which aims to inspire fans to turn to watching a UEFA Champions League match into a social occasion.

The "No More Excuses" campaign, created by Publicis Worldwide and Poke London, will run for the duration of the knock out stages of the UEFA Champions League competition (Feb. 14 to June 3) as part of Heineken's official sponsorship strategy.

The idea is that Mourinho and Heineken will identify and quash excuses provided by football fans who do not get together to watch the UEFA Champions League matches. In the TV ad, seen here, Mourinho, accompanied by his fluffy terrier, responds sternly as he receives a bunch of texts with lame excuses such as "it's too cold" and "I need to try out my new slippers." This will be followed by social media content that will motivate fans to organize social get-togethers before each game , and a chatbot that will enable and reward fans who get together with transportation, food delivery and home cleaning services discount codes.

The ad, directed by Matthew Pollock at Independent, is a follow up to a TV spot by Publicis Italy that launched in September featuing Mourinho lecturing fans to prepare for the competition.


Feb 14, 2017
Brand :
Client :
Agency :
Publicis Worldwide/Poke London
Executive Creative Director :
Marco Venturelli
Executive Creative Director :
Luca Cinquepalmi
Executive Creative Director :
Angus Mackinnon
Executive Creative Director :
Nik Roope
Global Chief Creative Officer :
Bruno Bertelli
Digital Creative Director :
Milos Obradovic
Art Director :
Hugo Wahledow
Copywriter :
Matthew Comras
Copywriter :
Tom Park
Copywriter :
Claudia Illan
Copywriter :
Vinicius Dalvi
Design Director :
Dom Fisher
Worldwide Account Director :
David Pagnoni
Production Company :
Independent Films
Director :
Matthew Pollock
Producer :
Adam Saward
Edit :
Post Production :
Coffee & TV
Audio Post :
Grand Central Recording Studios
Producer :
Catherine Hurst
Producer :
Rachel Adelson

Need a credit fix? Contact the Creativity Editors

Project Type