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Heineken launch new UEFA Champions League video ad campaign

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By Tim Doel

Tuesday 13 September 2011

With the new UEFA Champions League Group stages just hours away from kicking off, competition sponsors and leading premium beer brand Heineken have launched their new campaign for the coming season, called ‘Legendary Football’, aimed at highlighting the ‘stage‘ of magical moments that the Champions League and football legends create.

On Champions League match-nights, two brand new adverts (scroll down to view) will be played around Europe, with an artistic, theatrical theme. Five European greats, Gianluigi Buffon, Rene Adler, Patrick Vieira, Clarence Seedorf and Ruud van Nistelrooy take part in the mini-films: one is set in an opera house, where Seedorf lines-up shot against Buffon, and the second sees Vieira and van Nistelrooy in a gladiatorial ring, trying to win a header ahead of Adlers goal. There are also some outtakes and behind the scenes footage of the recordings.

Vieira explains: “I do think that there is a parallel between art and soccer, when you are playing in the Champions League you feel that you are in an arena. We players compare ourselves to gladiators and when the battle starts against the opponent you then have to go out there and try to win the match.”

The Heineken Global Brand Director Cyril Charzat said: “Legendary Football captivates the excitement of the very best that club football has to offer and the enjoyment of these high standards is something that Heineken has in common with football enthusiasts.”

The videos will get their first official showings in television coverage of tonight's Champions League ties, throughout Europe.

Heineken - Legendary Football campaign videos

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