« The idea is to help guarantee men time to watch the game on Saturday afternoon, » said W+K creative director Otavio Schiavon. « So we’re going to provide an argument that will make it so their wives or girlfriends have something interesting to do during the game. He’s going to surprise her with news about a shoe sale. And she, in turn, can leave him to watch the UEFA Champions League final. »
via Heineken Distracts Women With Shoe Sale So Men Can Watch Soccer in Peace | Adweek
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