Heineken Unveils New Cl Campaign
Heineken has announced the launch of its new campaign for the forthcoming 2011/12 UEFA Champions League season, titled ‘Legendary Football’.
The campaign is centered around two new films featuring UEFA Champions League legends.? ?Starring Gianluigi Buffon, Rene Adler, Patrick Vieira, Clarence Seedorf and Ruud Van Nistelrooy, who between them possess almost 350 UEFA Champions League match appearances, Heineken’s ‘Legendary Football’ aims to highlight the magical moments that UEFA Champions League and football legends create. ?
?Cyril Charzat, global brand director at Heineken, said: ‘As a long-term partner of the UEFA Champions League, Heineken understands the magic of the tournament and the masterpiece moments which make it so special’.
‘Legendary Football captivates the excitement of the very best that club football has to offer and the enjoyment of these high standards is something that Heineken has in common with football enthusiasts’.??
The edits of the films are two 30′ television advertisements, supported by a series of break ‘bumpers’ that will be broadcast in over 180 countries worldwide. ? ?
Patrick Vieira added: ‘When you walk out you hear the Champions League music, you think, ‘This is it’. This is our moment and when you’re there and you walk out onto the pitch, you play against the best teams in Europe, and the matches are always very exciting’.
‘I do think that there is a parallel between art and soccer, when you are playing in the Champions League you feel that you are in an arena. We players compare ourselves to gladiators and when the battle starts against the opponent you then have to go out there and try to win the match’.? ?
A series of adaptations have also been created along with outtakes and behind the scenes footage that will be used to supplement the television commercials across a variety of digital platforms. ? ?
Heineken International announced in May that it has extended its contract with UEFA to sponsor the UEFA Champions League for a further three years.
Heineken’s new agreement will see its current deal with the club tournament extend until the end of the 2014/15 season.
