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Heineken shows us the “delay” phenomenon in sports in this funny ad for the Rugby World Cup. Rugby can be a hard sport to follow at times and for newcomers, it can be tricky to know when to actually celebrate.

The same goes for other sports like football, but rugby is known for having quite a lot of complex rules. Throw in the fact that it’s not as widely followed as other sports, getting involved without looking like a newbie can be quite hard. You want to be able to join in with the celebrations and reactions, but you don’t want to cheer at the wrong time.

Heineken takes a look into that very feeling in this funny ad. They follow a few different people who shout out at the wrong times and look pretty silly as a result. But one person takes some extra time to study the room and gets it just right, celebrating at the perfect time. The message of the ad is that rugby welcomes everyone and anyone can enjoy a game, even if their knowledge is a little patchy.

Heineken|The Delay|Ads and Promos

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