Heineken is one of the sponsors of what is being billed as the largest soccer event after the World Cup: the Union of European Football Associations (UEFA) Champions League (www.uefa.com), a club team tournament that kicked off yesterday. "The campaign is designed to promote the UEFA and to pique global interest in soccer as the sport that ties the world together," according to agency StrawberryFrog. Hence scenes in which the rabid soccer fan will discern a "pitch," as they like to call it in Europe, just about everywhere. OK, we can pretty much see the pitch in this opening rooftop ad, but a couple of ads in the PDF are a real stretch, at least for soccer non-fans. Does this really work for soccer fanatics? "Yes," insists ECD Kevin McKeon. But the ads are most definitely intended to be "subtle, as we want people to be drawn in," he says. "We want them to feel that they, as true soccer — football — fans at the top of their game, see something in everyday life that not everyone else necessarily sees. We wanted that kind of authenticity. And once you recognize the pitch in one ad, you'd know to look for it in the next. Looking for it and finding it is what keeps the campaign involving. The truth is, unless you're a real football fan, if you don't get it, that's OK. In fact, all the better, from a football authenticity standpoint. We showed the work to some real football zealots in Europe, and they all got it." The photography, by David Harriman (www.davidharriman.com), varies in complexity, according to McKeon. This rooftop shot was a complicated post job, while the cryptic backyard setup (see the PDF) was created almost entirely in-camera. "Overall, however, we wanted as much of it in-camera as possible, for authenticity purposes."