20.01.10

Press Release

Heineken Cup kicks off new TV ads

As Munster and Leinster continue their assaults on their European campaigns, Heineken airs the first of a new series of ads created to celebrate the 2010 Heineken Cup.

The new campaign is built around some of the key moves and moments from games in the premier European rugby competition, where great moments in the game lead to great moments in the pub.

With moves including The Intercept, The Knock On, The Scrum, The Skip Pass and The Up and Under, the ads take a humorous look at how this behaviour translates to the pub environment on Heineken Cup match days. Their efforts to secure a round of pints for their mates are contextualized in a lighthearted way by the game they are watching.

Aisling O'Brien, Heineken Ireland said: "The new TV ads celebrate the important role Heineken plays on Heineken Cup Days. In a humorous way, it reinforces Heineken's long-standing sponsorship of the tournament since its inception in 1996, highlights the many great moments that take place on and off the pitch and the lengths rugby fans will go to for their Heineken on match day!"

The ads were created by Irish ad agency McCann Erickson. The first ad in the series began airing on 7^th January and the outdoor will appear on 6 sheets and 48 sheets over the Heineken Cup months.

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