“Heineken’s Rugby World Cup campaign centres on the unwritten code of values in rugby union – respect, sportsmanship, loyalty and passion, and these six legends embody every one of these values. Heineken is the first brand to bring this type of content to a global audience during Rugby World Cup via social media. With these ex-players and our campaign around ‘The Code’, Heineken will bring rugby fans together, demonstrate our credentials as a true fan of the game and become a part of the conversation.”
This ad was followed by a number of amusing cutdowns from the main ad, all of which reflect on the eccentricities of the code:
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