Heineken USA shows that not all fans are in it for the game.

During the world’s biggest soccer season, Heineken USA unveiled a new Spanish-language television spot for the Heineken brand celebrating the diverse emotions of all Hispanics towards the game of soccer. This spot aims to exemplify the passion that Hispanics feel for this exciting 2006 World Cup season.

The Spanish language TV spot captures a group of friends of diverse nationalities: a Mexican, an Argentine and a Colombian, all glued to the television set, enjoying a soccer match. A Puerto Rican friend joins the festivities and his buddies make a comment about him not having a national team to cheer on while still watching the game. Unalarmed by their reaction, he grabs a six-pack of Heineken, satisfying his own ‘game plan’ that will soon turn into a very enjoyable afternoon. Cold Heineken beer in hand, he makes his ‘play of the day’ by joining the ladies outside in the patio.

“With this ad, we celebrate the passion of Hispanic fans from all nationalities for the game of soccer, while showcasing how Heineken helps everyone make the most of each moment during this World Cup season,” said Marimé Riancho, Senior Brand Manager of Multicultural Markets for Heineken USA. “We hope to continue to be a part of the celebratory moments throughout this most exciting soccer season.”

Created by Heineken’s Hispanic advertising agency of record, The Vidal Partnership, the spot will debut locally and nationally on June 16th on Univision and Telemundo. The ad’s development was led by Vidal’s Executive Creative Director Mauricio Galván. The spot was shot in Mexico and was directed by Fran Torres of Argentina.