And in the end, it’s time to play.

Andy Murray puts his Rado watch to the test in the commercial by Publicis Italia.

Being one of the top players in the world tennis circuit requires talent and tough training sessions. To train in the best possible way all year round, Andy Murray, the greatest British tennis player of our times, spends his winters in Miami. Here we can see him put the resistance of his Rado HyperChrome watch to the test during a typical day, when, after torture tests that are just as important for the watch as for his physical fitness, we finally see him arrive on the tennis court to do what he enjoys most.

Heineken commissioned Publicis Italia to create a global campaign to increase product desirability. “Alive” arises from the desire to represent beer in an entirely new and original way, showing how not only the product but also the brand can be made even more desirable.

For the first time, the product represents Heineken’s DNA: open, world-class and inventive. Therefore, in the campaign, bottles, glasses and cans are no longer portrayed as limiting the live essence contained within but become boundaries to be overcome.

The desire for a Heineken, which has now become uncontrollable, is released and explodes into something vigorous, dynamic and bright. And you can almost touch it.

To talk about moderation to a target group that associates excesses with fun, Heineken focused on consumer insight regarding the target group: “Very often, the best opportunities come towards the end of the night”. This led to the signature campaign line “Sunrise belongs to moderate drinkers”. The video was launched on the night of 31 December on maxi screens in Times Square, in front of millions of people. On the same night, we organised a concert at 4am to reward moderate drinkers by distributing bottles of water to encourage moderate drinking. The same bottles were then distributed at clubs, as well as coasters and posters showing the campaign message. Then, to share the end of a great night spent drinking moderately, Heineken placed some sofas in front of the best sunrise spots in major cities around the world, inviting people to share their photos of that moment on #mysunrise.