World Cup fans rejoice and clink mugs of a very strange brew

The fact that the World Cup is in Russia this year is making revelry tricky for fans on the other side of the world. Part of the game's enjoyment for many is being able to chug a brew or two as you cheer your team onto its next goal, but for viewers in the U.S., a beer might feel a bit overindulgent at breakfast time, which is just about when they'll be watching the games.

A new ad from Dieste for Mexican beer brand Sangre de Malta takes advantage of the time difference to deliver a funny responsible drinking message. It opens by announcing the brew's name boldly, against indulgent shots of foam in steins as a room full of World Cup watchers go wild over a game. They scream and rejoice, but as they clink their mugs and liquid flows over, they cringe in pain as it lands on their fingertips. "Watch the Cup… with a cup of coffee," the copy reads.

"Our goal was to trick the viewer into thinking they were watching just another cliché beer ad with dark beer a-la Guiness," says Dieste CCO Ciro Sarmiento. While the actors did know their mugs were filled with java and not beer, "it was real warm coffee so that helped give the desired effect."

Sangre de Malta isn't the only advertiser to have fun with World Cup timing. Fox Sports characterized this year's games as when "Beer becomes breakfast" and Mexican brand Lala created a special six pack--consisting of bottles of milk.