Ad Of The Month


SE ASIA: Heineken


Football fans the world over have waited a long time for Euro 2020 and interest in the tournament is at fever pitch. Sponsor Heineken’s latest minute-long TV commercial ‘Finally Together’ perfectly captures the joy and gentle leg-pulling of friendly rivalry amongst soccer supporters. There’s a real sense that this is something to be celebrated, after 16 long months of lockdown.

During the ad, fans of different national teams seemingly help rival supporters, but instead use whatever means are open to them to show support for their own team – always by stealth. We see a shop assistant offer Belgian fans a ‘Go Russia’ branded umbrella in a rain storm, an Italian pizza maker offering his ‘Forza Italia’ topped pizza to a France fan, and an England supporter peel off the ‘Enjoy the game’ note from a Heineken from his flatmate, only to reveal ‘Scotland’ branding on the bottle.

There’s not only great sense of humour in this execution, but camaraderie too. These good-natured signs of support tap into the pure joy of being finally free to enjoy a game of football with friends, with a beer – and perhaps a takeaway too.

Our second-by-second analysis shows how the emotional response builds fast as the story unfolds, with Happiness the overwhelming emotion. Just like a golden goal, the emotion peaks right at the end at 57 seconds where we have a bird’s eye view of the ‘Go Russia’ umbrella. Brand Recognition, represented in our Fluency measure was high from the get-go, with high brand awareness kicking in at just three seconds and remaining strong throughout.

The ad scored a ‘Good’ 3.9 Stars and ‘Exceptional’1.6 Spike and 91 Fluency rating. In all three metrics the creative performed well above the industry average for SG Topical Ads. In fact, this execution scores so well it ranks 29th in the System1 Ad Rankings in the SG Topical Ads category.

View the full in-depth ad report.