Heineken has launched a fresh ad campaign under the title “Cheers To The Real Hardcore Fans,” aiming to challenge stereotypes and redefine the concept of being a “real hardcore fan” to foster inclusivity in football culture.
The campaign, directed by Australian filmmaker Mark Molloy and inspired by real fans, portrays humorous vignettes showcasing the extreme lengths some supporters go to express their dedication. These include a fan bequeathing their estate to Chelsea after passing away, another naming their dogs after their favorite team’s players, and yet another naming their daughters Mara and Donna, with a priest blessing them alongside footballer Romelu Lukaku, who currently plays as a striker for Serie A club Roma on loan from Premier League club Chelsea.
The ad also features new brand ambassadors, Dutch team captain Virgil van Dijk and former Lioness Jill Scott MBE, and concludes with on-screen messages celebrating loyal, determined, intense, sleepless, and committed fans, ultimately toasting to the real hardcore fans.
In line with the campaign’s focus on inclusive hardcore fandom, Heineken has reserved seats at the UEFA Champions League Final for select real hardcore fans who share their stories with the brand, offering them a once-in-a-lifetime final weekend experience.
The song playing in the commercial is “Shout” by Lloyd Williams.
