Heineken 0.0 says don’t ‘Bale’ on your mates in spot featuring Gareth Bale
Beer brand’s alcohol-free offering taps the Premier League footballer for its Dry January spot.
Heineken 0.0 has teamed up with Gareth Bale for a 20-second ad that shows that giving up alcohol doesn’t mean giving up a social life.
Creative agency Publicis Poke has developed the ‘Don’t “Bale” on Your Mates’ campaign, which shows a series of people canceling (bailing) on a night at the pub but ends with those same people drinking Heineken 0.0 together.
Footballer Gareth Bale makes a surprise cameo in the final scene to link together the idea of ‘bailing’ with his surname ‘Bale.’
The campaign was built on the insight that people are more likely to make excuses to avoid going out than tell their friends they aren’t drinking.
Credits
Advertising agency: Publicis Poke
Chief creative officer, Publicis Groupe UK: Ben Mooge
Executive creative director: Dave Monk
Creative director: Chris Bruney
Senior creative: Conor Barry
Art director: Victor Bustani
Head of effectiveness: Diego Chicharro
Senior strategist: Joe Percy
Chief operating officer: Trent Patterson
Business lead: Josh Norris
Account director: Philippa Rayner
Head of production: Colin Hickson
Production company: Outsider
Director: Karien Cherry
Editor: Rachel Spann
Producer: Gareth Francis
Post-production company: Time Based Arts
Audio post-production company: Soundtree