Sports-related advertising is getting interesting. At last. Publicis Italy has come up with an absolute cracker for Heineken’s sponsorship of the UEFA Champions League.
It’s a cracker because it’s human and humorous. It’s also relatable to every football fan. If you haven’t ever missed seeing an awesome moment in sport because you were distracted by something else, if only for a moment, you still understand the crushing disappointment of doing so.
And that’s the story in this ad. It’s a montage of the scenarios that have made people miss a great moment in sport – going to the toilet, answering the door, checking your phone…or even grabbing a beer. The emotive power of the ad is amplified by Aerosmith’s 1998 hit, I Don’t Wanna Miss a Thing – the perfect soundtrack choice.
The ad also uses the new tagline for the brand, That’s Heineken, and is part of a collection of ads that bring together the brand’s various sponsorships and tie-ups with a new light-hearted approach.
Unmissable is the work of Eddy Guimaraes, Vinicius Dalvi and James Andrews a Publicis. It was directed by Megaforce and produced by Iconoclast Paris.
“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,” explained 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 full campaign will include a digital platform, created by Poke London, full of tools to stop people from getting distracted. It will also encourage people to document their own unmissable moments.