The new installment in Heineken's global marketing campaign "dramatises the unmissable moments" of the Champions League, according to Brittaney Kiefer of CAMPAIGN LIVE. The ad by Publicis Italy, "World’s most unmissable moments," promotes the brewer’s sponsorship of the tournament. It shows "a series of humorous scenarios" as football fans around the world "just miss" key moments of matches, for example turning away from the TV when taking a delivery. Heineken will also launch a digital platform, created by Poke, which "includes highlights from the games and tools to keep away distractions." The work is part of a series of ads that focus on the brand's various sponsorships and partnerships as it changed its "Open your world" tagline to "That's Heineken" earlier this month. The first spot starred Formula 1 driver David Coulthard as he "navigated a glamorous party with behind-the-scenes help from his crew." "World's most unmissable moments" was created by Eddy Guimaraes, Vinicius Dalvi and James Andrews and directed by Megaforce through Iconoclast Paris (CAMPAIGN LIVE, 9/18).
