April 27, 2021
In America, the XFL is the most iconic example of a football league that couldn’t go the distance: After its eight teams engaged in just five weeks of play in its inaugural 2020 season, the league’s operations slowly came to a halt due to the COVID-19 pandemic—leading to bankruptcy.
But, Adweek reports, the XFL feels like an enduring cultural institution compared to the European Super League, an audacious concept that lasted a mere 60 hours in late April before imploding spectacularly.
Now, brewmaker and soccer sponsor Heineken and its advertising agency Publicis have cheekily marked the misguided attempt at a new soccer league with an Instagram post that bears a simple warning: Don’t drink and start a league.
The social post was created through Publicis Italy and the agency’s dedicated Heineken group, Le Pub.
As a longtime sponsor of the UEFA Champions League, Heineken obviously had a clear side in the debate, but it’s also one that the brand could rest comfortably knowing that its sense of humor would be shared by most fans.
Indeed, according to Adweek, the Instagram post developed by Publicis has received more than 12,800 likes in its first six hours, with comments consistently describing the response as “brilliant” and “genius.”
Research contact: @Adweek