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Heineken Lures Soccer Fans into Classical Music Beartrap

 

Posted on March 15, 2010
Angela Natividad

 

The most sacred moment guys have left is watching soccer with friends — a moment increasingly at risk.

To remind Italian men of the preciousness of this time, Heineken organized a fake poetry-reading and classical music event at the same time as the UEFA Champions League game between Real Madrid and AC Milan.

100 malicious girlfriends were used to talk their boytoys into missing the game for this squarebear-fest, as well as 50 professors that forced their classes to make a sacrifice and go expand their minds or something.

The fallout was broadcast on national TV channels in Italy, where unhappy-looking people were depicted filing into a concert hall, their eyes slowly glazing over as the violins kicked in and the calligraphy appeared over the projector.

15 excruciating minutes later, the words "Hard to say no to your boss, isn’t it? ...To your girlfriend? ... And to the match?" appeared on the screen. The spark of realization is palpable; the audience bursts into contagious, hysterical applause. Right before the match appears on the big-screen, you get a nice sizeable screenshot of the Heineken logo.

1136 victims in total were snagged, with over 1.5 million users watching their reactions live on SKY Sport. The two weeks following the event, the Heineken subsite received over 5 million unique visitors, plenty of blog and news coverage, and some seriously heavy YouTube/socnet love. All in the service of its in-man’s-interest slogan, "Made to entertain."

Bloody clever execution by JWT/Italy (@jwt_worldwide). The video runs long, but we had a good time watching it. As one commenter expresses,

"So good. It’s definitely where advertising has to go to make people sit up and take notice. I hope they served everyone a keg of free Heineken at that event."

Us too. Because even after the punchline, we’d still need something cold and hopsy to calm the shattered nerves.


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Comments

1. Tuesday 16 March 2010 attime 15:13, by Lynne Connolly

Fabulous! Just one thing - all right, maybe two. It’s football, not soccer (lol) and there are quite a few female fans. My house will be closed for a month in 86 days’ time.

2. Tuesday 16 March 2010 attime 17:28, by Angela

Hey Lynne! I hear you on women being fans, but Heineken’s all about winning the big boy vote. =P

For the football/soccer thing: it’s what Americans would call soccer, but the rest of the world calls football. I am never sure which one to use...

3. Thursday 18 March 2010 attime 21:01, by John :: http://www.jonathansaid.com/

Excellent - what a classic! Come on there are more male fans out there anyway...

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