For Rugby World Cup, Heineken Celebrates Those of Us With No Clue What’s Happening

Just go with the crowd, advises this ad from Publicis

man responds with hands over his face to rugby world cup
A bit of a delayed response likely won't be noticed when you're unsure what's happening in a rugby match. Heineken
Headshot of David Griner

When you’re at a sporting event surrounded by a passionate crowd, you never want to be that dour downer staring blankly at a phone while everyone else enjoys a shared moment of emotional extremes.

But then again, if you want to participate, how long can you fake it without being exposed?

With the ongoing Rugby World Cup posing just such a dilemma for many, Heineken, by way of agency Publicis Italy, advises you to just go with the flow in a new spot about embracing a sport that you don’t understand at all.

“We wanted to tap into a fanship moment and make it bigger—invite everyone to watch the Cup, not just the fans,” says Bruno Bertelli, global CCO of Publicis Worldwide. “Because we know during RWC, the enjoyment comes from sharing a game and a beer as much as from what happens on the field.”

This is the first year the Rugby World Cup has been held in Japan, with an estimated 1.7 million tickets sold for 48 matches.

While the ad gives some good advice for handling a crowd moment in real time, if you find yourself in a conversation after the fact, just remember The IT Crowd’s advice for a line that will work in any next-day sports discussion:

Client: Heineken
Sr. Director Global Heineken Brand: Gianluca Di Tondo
Global Heineken Integrated Communication and Innovation Manager: Els Dijkhuizen
Global Heineken Communication Manager: Javier Galindo Jimenez
Sponsorship Manager Global Heineken: Ben Blanco

Agency: Publicis Italy
Global Chief Creative Officer Publicis WW: Bruno Bertelli
Chief Creative Officer Publicis Italy: Cristiana Boccassini
Global Executive Creative Director: Luca Cinquepalmi
Global Executive Creative Director: Marco Venturelli
Art Director: Hugo Wahledow
Copywriter: Claudia Illan
Head of Strategy: Bela Ziemann
International Strategic Planner: James Moore
Head TV Production: Mariella Maiorano
Producer: Viviana Biondolillo
Post-Producer: Sabrina Sanfratello
Worldwide Account Director: David Pagnoni
International Client Service Director: Davide Gonzato
International Client Service Director: Eleni Charakleia
Account Director: Tommy Cottam
Global Account Director: Alexandra Stoica
Account Supervisor: Barbara Ruscio Levi
Global Account Manager: Derek Müller
Account Executive: Lischa Steiper

Production Company: Iconoclast Paris
Director: Megaforce
DOP: 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: Adriana Legay
Post Production Company: The Mill London
Executive Producer: Misha Stanford-Harris
Sound Engineer: Raj Sehgal (Grand Central Recording Studio London)

Digital Agency: POKE London
Group creative director: Colin Byrne
Creative Director: Tim Wild
Strategic planner: Sol Ghafoor
Senior producer: Anthony Fernandez
Producer: Suzanne Schurgers
Business Director: Juyong Kim
Account Director: Alex Augustyn

Digital Production Company: Iconoclast Paris
Director: Jason Yan Francis
Director of Photography: Oriol Barcelona
Producer: Manon Leurent
Line Producer: Benjamin Zorilla
1st Director Assistant: Gaetan Hamon

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."