Heineken Reminds Fans That Watching Soccer Should Not Be a Solo Endeavor

Uefa Champions League is 'Better Together' in this ad from Publicis Italy

Celebrating a goal alone is no fun.
Heineken

Sports can bring people together. For the duration of a match, people wearing a team’s colors are allies, and the opposition is the enemy. The fandom community runs deep and is the first step in quite a few friendships.

As such, watching sports with friends and other fans is almost always a better experience than watching by yourself. Heineken’s new campaign for the UEFA Champions League focuses on how sports can sometimes feel isolating when you watch without other supporters around.

Titled ‘Better Together,’ the 60-second spot from Publicis Italy shows situations where people are forced to watch a game by themselves. Be it at an empty table, out on the sea or just at home with your dog, watching the highest level of soccer on the planet is better as a collective pursuit.

The tagline at the end of the spot, which features soccer legend Thierry Henry, works as a nice double entendre with the Champions League itself, and the wit in the ad is clever. The inclusion of Eric Carmen’s “All By Myself” may be predictable and a tiny bit of a crutch, but it actually works well in the narrative’s context.

The creative is relatively straightforward and could be considered safe, especially in light of the brand’s foibles in March 2018 after Chance the Rapper called out a campaign by Publicis Italy as racist. Moreover, it avoids potentially troublesome tropes, like a stunt in 2016 that could have been considered sexist.

Regardless, if you plan to watch a lot of the UEFA Champions League this year, chances are you will see this ad more than just a few times. Hopefully, you have someone to watch with who is just as into the action as you are, and this ad doesn’t keep reminding you how you are viewing the game by yourself.

CREDITS:

Heineken
Sr. Director Global Heineken Brand: Gianluca Di Tondo
Global Heineken Integrated Communication and Innovation Manager: Els Dijkhuizen
Global Heineken Communication Manager: Ita Bassey
Digital Manager Global Heineken Brand: Obabiyi Fagade
Sponsorship Manager Global Heineken: Ben Blanco

Publicis Italy
Global Chief Creative Officer Publicis WW: Bruno Bertelli
Chief Creative Officer Publicis Italy: Cristiana Boccassini
Global Executive Creative Director: Luissandro Del Gobbo
Executive Creative Director: Luca Cinquepalmi
Executive Creative Director: Marco Venturelli
Senior Art Director: Giulia di Filippo
Copywriter: Sara Rosset
Head of Strategy: Bela Ziemann
International Strategic Planner: James Moore
Senior Strategist: Stuart Williams
Data Strategist: Ilko Petkov
Head TV Production: Mariella Maiorano
TV Producer: Michela Fiaschi
Worldwide Account Director: David Pagnoni
International Client Service Director: Eleni Charakleia
International Client Service Director: Patricia Synephias
Digital Account Director: Alexandra Stoica
Account Supervisor: Barbara Ruscio Levi
Account Supervisor: Codruta Arbore
Account Executive: Lischa Steiper

Production
Production Company: Iconoclast Paris
Director: Megaforce
DOP: Matias Boucard
Executive Producer: Charlotte Marmion
Line Producer: Lucile Baruchel
Production Designer: Arno Roth
Costume Designer: Elise Bouquet and Reem Kuzayli
Post Producer: John Meunier
Editors: Nicolas Larrouquere
Post Production Company: MPC
Executive Producer: Dafydd Upsdell
Sound Engineer: Raj Sehgal (Grand Central Recording Studio London)

Digital

Publicis Italy
Global Chief Creative Officer Publicis WW: Bruno Bertelli
Chief Creative Officer Publicis Italy: Cristiana Boccassini
Global Executive Creative Director: Luissandro Del Gobbo
Executive Creative Director: Luca Cinquepalmi
Executive Creative Director: Marco Venturelli
Associate Creative Director: Gustavo Lacerda
Digital Creative Director: Sandra Bold
Associate Creative Director: Arthur Amorim
Associate Creative Director: Dan Arango
Junior Art Director: Alex Eftimie
Junior Copywriter: Anton Kuerschner
Head of Strategy: Bela Ziemann
International Strategic Planner: James Moore
Senior Strategist: Stuart Williams
Data Strategist: Ilko Petkov
Head TV Production: Mariella Maiorano
Digital Video Producer: Sanam Bartoletti
Worldwide Account Director: David Pagnoni
International Client Service Director: Eleni Charakleia
International Client Service Director: Patricia Synephias
Digital Account Director: Alexandra Stoica
Account Supervisor: Codruta Arbore
Account Executive: Lischa Steiper

Digital Production
Digital Production Company: Iconoclast Studio Paris
Director: Jason Yan Francis
DOP: Mélodie Preel
Executive Producer: Manon Leurent
Line Producer: Rémi Farkas
Post producer: John Meunier
Editor: Philippe Roch
Post Production Company: MPC
Executive producer – Dafydd Upsdell
Post Production producer – Christopher Preston Barnes
VFX supervisor- Fraser Cleland
Colourist – Peter Oppersdorf

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