The tag-line seeks to generate interest for the tournament, perhaps China's most high-profile regular sporting event after the Grand Prix, while serving as a more general appeal to experience Heine-ken and share its brand values. Print and outdoor work play on the idea of the ball landing within the lines of a tennis court, while a TVC aims to make the premium beer more approachable to consumers. In the TV spot, a commentator becomes increasingly frustrated during a tennis match because the camera veers skywards everytime the cameraman takes a swig of Heineken.
The TVC ends with people watching the match in a bar all leaning back at the same time as they drink their beer.
Heineken links up sponsorship with wider appeal ads
Heineken is supporting its sponsorship of November's Tennis Masters Cup with a Bates campaign centred on the question 'Are you in?'
