Creativity

Heineken: The Real Master of Intuition

One-upping the experts.

Published on Oct 03, 2012

Editor's Pick

How do you one-up commentators, the experts in any sport? Publicis Milan and Heineken make use of a tape delay and some smart actors to promote the Starplayer, the dual-screen soccer app that lets you show off your knowledge of a game to win points.

The brand delayed the UEFA Champions League Final match by two minutes in a pub in Italy, where two legends of Italian Football, Billy Costacurta and Jose Altafini, were giving live commentary. What was going to be happen to the match was fed to a waitress, an onlooker and best of all, one of the commentator's wives -- resulting in a smart, pointed troll.

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