The UEFA knockout stages are being launched by Heineken’s new campaign, which builds on the popular “Fresher Football” platform and aims to make football more inclusive.
Virgil van Dijk celebrates the Heineken collaboration facilitated by the recently established Quattro Sports Group – SportsProWith the goal of making football a more inviting and pleasant game where everyone may enjoy playing together, the company has been attempting to level the playing field. This new project aims to reclaim this badge of distinction, which has far too long been linked to bad behaviour, in order to redefine what it really means to be a devoted football fan.
“There is a minority of football supporters that can ruin the game for everyone else, giving “hardcore” fans a terrible reputation,” said Nabil Nasser, president of Heineken Brand globally. But those unsettling few do not speak for the majority.
Our latest ad, which cleverly reinterprets the idea of the “hardcore fan,” honours the wide spectrum of people who sincerely love and live the sport in a cheerful, sometimes quirky way.
The film directed by Mark Molloy, an Australian, is the main focus of the advertising campaign. It captures the true spirit of modern football fanaticism. Inspired by real fans, the endearing and funny film shows how committed people can be to their favourite sport.
By eschewing any self-celebration linked with the brand and prioritising its extraordinary community, Heineken has once again shown itself to be a strong creative force. In addition to being a wonderful opportunity to distinguish the creative point of view, the advertisement pays homage to humour, reality, and irreverent creativity.
When football is seen through the eyes of its fans, it tells an unexpected, fascinating story that changes people’s perspectives. According to Bruno Bertelli, global CEO of Le pub, global CCO of Publicis Worldwide, and CCO of Publicis Groupe Italy, “hardcore football fans are essential to the game because they are excellent conversation starters, powerful socialisers, and they honour it with unconventional rituals, inventiveness, and unwavering love.”
On this next chapter of Heineken’s campaign for diversity in football, current ambassador Jill Scott MBE, former Lioness, and captain of the Netherlands national team Virgil van Dijk have teamed together.
“I used to go to The Stadium of Light with my granddad almost every weekend without fail, come rain or shine,” remembered Jill Scott MBE. However, most people don’t think of teenage girls as ardent football fans. I’m in love with the newest Heineken commercial. It capitalises on stereotypes about what a real “hardcore” football fan looks like.
As a player, Virgil van Dijk said, “I’m proud and thankful of the ‘Real Hardcore’ fans.” Since no one is a racist by birth, I believe that regaining this phrase is essential since it has harmful historical connotations that we should remove from the game.
“I think that the key to bringing about change is education and interpersonal communication. I’m happy that Heineken is challenging the notion of what a true fan is in order to show that there is space in the game for everyone. I’m hoping that we can contribute to that change.
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To promote the idea of supporting inclusive hardline fandom, Heineken has set aside seats for a select few genuine hardcore fans who share their stories with us at the UEFA Champions League Final. The winners will receive one last weekend experience that they will never forget. To learn more about the competition and how to enter, click this link.
The campaign will be promoted globally using a 90-second TVC and key pictures and video capsules shared on Heineken’s and the ambassadors’ social media pages.