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Heineken “Cheers to All Fans” 2022

Heineken “Cheers to All Fans” (2022) is a Heineken commercial for Publicis Italy Le Pub, produced by MPC. It won 2 awards, including Eurobest 2022 Silver Film G04: Social Behaviour and Adweek Best Ads of 2022 #19.

Heineken celebrates the passion of all football fans, regardless of gender, highlighting their shared love for the game and the beer.

Video: HeinekenUSA on YouTube

Shot by shot

  1. Heineken “Cheers to All Fans”, shot 1© Heineken0:00
  2. A person in a winter coat enters a dark pub with a dartboard and a Heineken neon sign, as snow falls outside.© Heineken0:01
  3. A person in a furry hat and winter coat sits at a bar, watching a soccer game on a TV in a dimly lit pub.© Heineken0:02
  4. A blonde woman in a winter coat sits at a bar, receiving a glass of beer from a male bartender, with a soccer game playing on a TV in the background.© Heineken0:05
  5. Two women with long hair watch a soccer game from behind a fence on a sunny day, with a stadium in the background.© Heineken0:06
  6. A female soccer fan with a black beanie and blonde hair shouts through a fence at a night game.© Heineken0:07
  7. A blurry male soccer player in a light blue jersey watches the scoreboard showing "0:3" in an empty stadium at night.© Heineken0:09
  8. A female soccer fan with a nose ring, wearing a light blue jersey and scarf, looks on with tears in her eyes at a night stadium.© Heineken0:10
  9. A diverse group of people watch a soccer game on TV in a dimly lit bar, as a hand slides a Heineken bottle across the counter.© Heineken0:15
  10. Three women in green and white shirts are sitting at a table in a dimly lit bar, talking and drinking Heineken beer.© Heineken0:21
  11. A group of diverse friends in a dimly lit bar watch a game, with Heineken bottles and logos appearing on screen.© Heineken0:27

Stills © Heineken. Made by Publicis Italy Le Pub and MPC.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Showcasing diverse female football fans, challenging stereotypes, and celebrating inclusivity.

Tagline: “Cheers to all fans. Men included.”

underdog fansshared passiongender role reversalcelebration of communityeveryday heroes

The cut

Length
30 s
Shots
18
Average shot
1.7 s

What creatives use Heineken “Cheers to All Fans” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Heineken “Cheers to All Fans”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    Heineken “Cheers to All Fans”, 0:00© HeinekenA person in a winter coat enters a dark pub with a dartboard and a Heineken neon sign, as snow falls outside.© HeinekenA person in a furry hat and winter coat sits at a bar, watching a soccer game on a TV in a dimly lit pub.© HeinekenA blonde woman in a winter coat sits at a bar, receiving a glass of beer from a male bartender, with a soccer game playing on a TV in the background.© Heineken
    Frames from Heineken “Cheers to All Fans”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Heineken “Cheers to All Fans” in order, with its length, framing and what happens in it.

    Heineken “Cheers to All Fans”, 0:00© HeinekenA person in a winter coat enters a dark pub with a dartboard and a Heineken neon sign, as snow falls outside.© HeinekenA person in a furry hat and winter coat sits at a bar, watching a soccer game on a TV in a dimly lit pub.© HeinekenA blonde woman in a winter coat sits at a bar, receiving a glass of beer from a male bartender, with a soccer game playing on a TV in the background.© HeinekenTwo women with long hair watch a soccer game from behind a fence on a sunny day, with a stadium in the background.© HeinekenA female soccer fan with a black beanie and blonde hair shouts through a fence at a night game.© Heineken
    Length: 30 s · Shots: 18 · Average shot: 1.7 s

  3. 03Ad ideas: every spot built on a shared passion

    Before you present an idea, you need to know who has done it, and how.

    Heineken “Cheers to All Fans” is built on a shared passion. Search the library by idea to see every spot that uses it.

    Barclays “While America Sleeps”© BarclaysGoogle “Helping You Help Them”© GoogleCoca Cola “Commentary”© Coca ColaMcDonald's New Zealand “Staying Up”© McDonald's New Zealand
    Barclays · Google · Coca Cola · McDonald's New Zealand

Award-winning beer commercials

  • Cervecería y Maltería Quilmes "Coincidencias" (2023) commercial still© Cervecería y Maltería QuilmesCervecería y Maltería Quilmes “Coincidencias” 2023Dir. Augusto Giménez Zapiola · draftLine BueEl Ojo de Iberoamérica Grand Prix 2023
  • Foster's "Good Call" (2014) commercial still© Foster'sFoster's “Good Call” 2014adam&eve\TBWAIPA Effectiveness Awards Grand Prix 2014
  • Andes "Huracán Laura" (2013) commercial still© AndesAndes “Huracán Laura” 2013Dir. Armando Bo y Andrés Salmoyraghi · Del Campo Nazca Saatchi & SaatchiEl Ojo de Iberoamérica Grand Prix 2013
  • Guinness "noitulovE" (2005) commercial still© GuinnessGuinness “noitulovE” 2005Dir. Daniel Kleinman · AMV BBDOCannes Lions Grand Prix 2006
  • Budweiser "True" (2000) commercial still© BudweiserBudweiser “True” 2000Dir. Charles Stone III · DDB WorldwideClio Awards Grand Prix 2000
  • Guinness Brewing GB "Bicycle" (1997) commercial still© Guinness Brewing GBGuinness Brewing GB “Bicycle” 1997Dir. Tony Kaye · Ogilvy & MatherEpica Grand Prix 1996

Questions

Which agency made Heineken “Cheers to All Fans”?

Publicis Italy Le Pub created it for Heineken (2022).

What awards did Heineken “Cheers to All Fans” win?

2 awards, including Eurobest 2022 Silver Film G04: Social Behaviour and Adweek Best Ads of 2022 #19.

What is the tagline of Heineken “Cheers to All Fans”?

“Cheers to all fans. Men included.”

Sources for the credits and awards

The Workweb.archive.org