Heineken tackles gender cliches around sport

9 June 2016

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Who says sport is only for men?

Publicis Brazil tackles a pervasive gender stereotype head-on in its new spot for Heineken.

The ad, called 'The Cliche', opens with the question, “What if you had the perfect excuse to watch the match without your girlfriend?"

A group of guys are given the chance to 'gift' their girlfriends a few days at the spa so they can attend the UEFA Champions League Final Heineken.

However, there's a twist - the guys realise they've been tricked and instead of attending the game, their girlfriends are.

The message at the spot’s conclusion, “Have you ever considered that she might like football as much as much as you do?”

Credits:

Cliente: Heineken
Agência: Publicis
Direção de criação: Hugo Rodrigues, Kevin Zung e Alexandre (Xã) Vilela
Direção de arte: Henrique Mattos, Cícero Souza, Guto Kono
Redação: Pedro Lazera, Mariana Albuquerque, Samuel Normando
Atendimento: Danilo Ken, Daniel Batista e Marina Roge
Planejamento: Eduardo Lorenzi, Alexandra Varassin, Rafael Fiorito e Leonardo Andrade
Social strategist: Tiago Martinez
Mídia: Gracieli Beraldi, Giuliana Barletta e Nicolas Lana
RTVC: Tato Bono, Dani Toda
Produtora: Hungry Man
Diretor: Caio Rubini e Fabio Pinheiro
Managing Partner: Alex Mehedff
Produtor executivo: Rodrigo Castello e Renata Corrêa
Line Producer: Mariana Marinho
Diretor de fotografia: Felipe Meneghel
Equipe de produção: Hungry Man
Supervisor de Pós-Produção: Rodrigo Oliveira
Pós-Produção: Efecktor
Montador: Thiago Ceruti
Color Granding: Psycho N’Look
Produtora de áudio: Jamute

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