A few days ahead of the start of the 2016/17 UEFA Champions League, Heineken has released a spearhead TV commercial fronted by two-time winning manager Jose Mouriinho called ‘Prep Talk’.
The current Manchester United boss’ inspirational, motivational and passionate team-talk sits at the heart of a narrative that aims to build excitement around the upcoming competition.
Mourinho delivers a passionate challenge to fans around the world to get ready for the world’s top club competition – not matter which nation or time zone they are in.
The ad, directed by award-winning British movie director Guy Ritchie through Publicis Italy, is the opening spearhead of the tournament official beer brand’s ongoing ‘Champion the Match’ leverage programme.
Indeed, using the ongoing campaign’s #ChampionTheMatch hashtag, the spot is amplified socially across Heineken’s channels.
— Heineken (@Heineken) September 12, 2016
The campaign, which runs in 90 different countries, includes both global and regional variations to engage various supporter sentiments and fan viewing behaviour around the world.
This supporting work ranges from bespoke break and match bumpers, as well as promo tags
‘Preparing for UEFA Champions League match night makes the experience even better. With a little bit of thought and effort, fans and their friends will have a greater experience,’ explains Gianluca Di Tondo, senior director global Heineken brand.
‘But sometimes a little inspiration is needed, and who better to motivate them to #ChampiontheMatch than Jose Mourinho.’
In the PR material supporting the campaign’s 12 September launch, Mourinho himself stated: ‘Heineken has been on the touchline with me through my whole UEFA Champions League career. I like what the brand stands for especially its stance on responsible drinking. Filming the Prep Talk was a new, and very enjoyable, experience. Guy Ritchie is a great coach, and definitely got the best out of me.’
This season is the 11th consecutive tournament that Heineken has partnered with UEFA for its flagship Champions League tournament and engagement in the lead-in ad asset remain high – with the film notching up 43,624 views in first 4 hours.
UEFA Champions League: