Who knew missing the big moments was funny?

Ad Nut is well aware of the dilemma. Watching a football match, nothing’s happening, so that’s when you decide to do something else, just for a moment. Check your phone, go to the loo, stash some nuts, or even grab a beer. And then you miss the critical moment on the pitch.

Infuriating, or amusing? Well, Heineken thinks both, in the latest instalment of its UEFA Champions League football campaign. Part of the ‘World’s most unmissable moments’ campaign, the long-time Champions League sponsor turns the premise on its head and focuses exactly on fans missing the big moment, with wit and a deft touch.

Fans of any sport can identify with such a moment, and Publicis Italy, the ad’s creators, does a top job of telling separate, mini-stories of all the many, likely scenarios in which such a moment can take place. Ad Nut chortled particularly hard after seeing the man who turns to greet his friend who has just arrived, only to miss the crucial moment, while the friend sees it.

And what’s not to love about a saddened Andrea Pirlo, Italian World Cup winning great, morosely accepting a takeaway pizza? Ad Nut was admittedly confused by the moon-shot ending—a dig at the John Lewis Christmas ad maybe?

Ad Nut also applauds Heineken on the diversity of the ad, implicitly stating that people from all walks of life enjoy the world’s biggest sport. And presumably, they’re suggesting, Heineken too.

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.