By Hannah Bowler, Senior Reporter

January 9, 2024 | 2 min read

Beer brand’s alcohol-free offering taps the Premier League footballer for its Dry January spot.

Heineken 0.0 has teamed up with Gareth Bale for a 20-second ad that shows that giving up alcohol doesn’t mean giving up a social life.

Creative agency Publicis Poke has developed the ‘Don’t “Bale” on Your Mates’ campaign, which shows a series of people canceling (bailing) on a night at the pub but ends with those same people drinking Heineken 0.0 together.

Footballer Gareth Bale makes a surprise cameo in the final scene to link together the idea of ‘bailing’ with his surname ‘Bale.’

The campaign was built on the insight that people are more likely to make excuses to avoid going out than tell their friends they aren’t drinking.


Advertising agency: Publicis Poke

Chief creative officer, Publicis Groupe UK: Ben Mooge

Executive creative director: Dave Monk

Creative director: Chris Bruney

Senior creative: Conor Barry

Art director: Victor Bustani

Head of effectiveness: Diego Chicharro

Senior strategist: Joe Percy

Chief operating officer: Trent Patterson

Business lead: Josh Norris

Account director: Philippa Rayner

Head of production: Colin Hickson

Production company: Outsider

Director: Karien Cherry

Editor: Rachel Spann

Producer: Gareth Francis

Post-production company: Time Based Arts

Audio post-production company: Soundtree

Creative Creative Works Non-alcoholic

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