Publicis Italia bemutatja “The Speech”, a Heineken® új kampányát a UEFA Bajnokok Ligájáért. A videó a díjnyertes rendező Guy Ritchie által forgatott, és José Mourinho-t mutatja be, aki szenvedélyes és motiváló beszédet intéz a futball-rajongókhoz szerte a világban. Arra ösztönzi a nézőket, hogy készüljenek a meccsre, bárhol is legyenek, éppen azt csinálják és bárhol élnek.
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Group chats are increasingly where friendships live today. People are now relying on them so much, they’re replacing time spent IRL. Heineken are the UEFA Champions League sponsors and have added a two-time winner of the competition - as manager - to their advertising might for the 2016/17 season.
Inspiring fans throughout the world
The former Porto, Inter, Madrid, Chelsea coach gives an Oscar winning performance in a short film called Prep Talk which was filmed esteemed director Guy Ritchie. In the film the current Manchester United manager - ironically not in this year's top club competition - challenges fans around the world to “prepare for match night, no matter where they are and no matter what time zone they are in”.
Guy Ritchie also directed David Beckham's Haig Club Whisky commercial
Senior director at Heineken, Gianluca Di Tondo, said: “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. But sometimes a little inspiration is needed, and who better to motivate them to champion the match than Jose Mourinho.”
Mourinho has always seemed rather comfortable in the limelight.
Relates stories
The Portuguese star of the ad also spoke about the connection: “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.”
Heineken has splashed the cash to recruit Man Utd boss Jose Mourinho for a new TV ad to coincide with the new 2016/17 season. Heineken sponsors the UEFA Champions League and decided that Mourinho, twice a winner of the competition with Porto and Inter, was the perfect fit. The film, called Prep Talk, was filmed by Snatch and Lock Stock director Guy Ritchie, who also directed David Beckham in an ad for Haig Club. It sees Mourinho deliver a passionate and motivational address to fans across the globe. He challenges them to “prepare for match night, no matter where they are in the world and no matter what time zone they are in”.
Gianluca Di Tondo, senior director at Heineken, said: “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.”
Mourinho said: “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.”
A kampány összekapcsolása a futball és a társadalmi interakciók témáival
A The Speech kampány a futball világhírű eseményeit és a rajongók közösségi élményeit egyesíti a felelősségteljes fogyasztással. Mourinho beszéde nem csupán motiváció, hanem arra is felhívás, hogy a meccs este részesei legyünk, bárhol és bármilyen időzónában is vagyunk.
Az összefogások és a különböző városokban készített filmdarabok egyesítik a világ számos piacát, miközben a márka hangsúlyozza a társas kapcsolatok erősítő hatását és a közösségi események fontosságát a mindennapi életben.
A kampány üzeneteinek kiemelt elemei
- Előre készülni a meccsre, bárhol is legyünk a világban.
- Felelősségteljes fogyasztás és a sport iránti tisztelet hangsúlyozása.
- A közösségi élmények fontossága és a barátok számának növekedése a rajongói csoportokban.
- A digitális és offline kapcsolatok összehangolása a mérkőzés idejéhez igazodó élményt kínálva.
Ez a kampány a futball‑ és rajongói kultúra mélyebb összefüggéseit világítja meg oly módon, hogy a nézők saját környezetükből is átélhetik a meccs hangulatát, legyen az egy baráti összejövetel vagy egy közösségi esemény a város utcáin.