The beer brand Heineken has launched its promotion company for the European Rugby Cup, an annual rugby union competition, in which teams of various level from six countries (England, France, Ireland, Italy, Scotland and Wales) participate. This year the championship is hosted by France. It started in October 2009 and will end on 22 May 2010 with the final at Stade de France.
To support the great movement, the brand commissioned the McCann Erickson agency to create funny spots on the theme. The film director Brian O’Malley and the Red Rage Films production company helped to make the “The Up and Down” and “The Intercept” videos with an unexpected option of soundrack. The beer, fun and… opera can be united, as it turns out.