Heineken and W+K up the creative stakes in new ‘oldies’ Champions League ad blitz

Actually Heineken’s new campaign promoting its sponsorship of the UEFA Champions League is called ‘Legendary Football’ but it’s a pretty neat way of showcasing the talents of footballers Gianluigi Buffon, Rene Adler, Patrick Vieira, Clarence Seedorf and Ruud Van Nistelrooy, some of whom are past their best and at least one, Viera, who has retired.

But, by the standards of football extravaganzas it’s a creative step forward, as you’d expect from Wieden+Kennedy Amsterdam (with some rather splendid production by Blink).

The W+K crew have also excelled themselves, or the opposition anyway, in this ad for Heineken’s involvement in the current Rugby World Cup in New Zealand, focussing on the humour in the bump and grind game rather than relying on cliches as Adidas does in its effort.

Didn’t think they played rugby in Amsterdam. Must be all those Brits they’ve been hiring recently.

You May Also Like

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.


  1. Avatar

    AGAIN! – are you SURE that the adidas ad is a genuine adidas campaign? I’m not convinced.

  2. Avatar

    It’s here Dan