Heineken Ireland has kick-started a busy period for its sporting sponsorship portfolio with a new TV ad airing for the first time this weekend.
To an upbeat backing track of Soft Cell’s Tainted Love the advance ad which we bring you this morning is cheeky and enjoyable, with Irish eyes smiling at the end.
It is also a memory of what it was like to watch games together with friends in a sociable environment. Hopefully, it will be a harbinger of those days returning sooner rather than later.
The ad, which was filmed by director Karien Cherry, celebrates the journey of rugby rivalry and follows three couples, pitted against each other as their rival teams face off. As tensions rise, viewers watch them press pause on love while their teams battle it out.
The ad marks the start of a busy, integrated campaign period for Heineken sport, with the knockout stages of the Heineken Champions Cup taking place in April and May before the delayed staging of the Heineken-sponsored Euro 2020 begins in June.
“We can all relate to the uncompromising passion we feel for our rugby team,” said Cherry.
“The despair of losing just makes those victories all the sweeter when they happen. This new advert from Heineken Ireland celebrates the social side of rugby.”
“It’s been a challenging 12 months for everybody but at Heineken Ireland, we are looking forward to some better times ahead and the return of that special match day occasion in the On Trade,” said Ronan McCormack, Senior Brand Manager for Heineken in Ireland.
“This advert taps into that via the world of relationships and rivalries and how they often co-exist. The Heineken brand is known the world over and particularly here in Ireland, our support for rugby remains as strong as ever. Alongside our Irish agency partners, we’re excited to launch this new ad campaign and look forward to a busy few months of top-class rugby.”
‘The Perfect Match’ brand campaign was developed by Publicis and Heineken Ireland, in collaboration with agency partners Thinkhouse and Red Star.
Heineken has enjoyed a long and rich heritage in rugby for over 20 years as a title partner of the Heineken® Champions Cup.
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