A still from the hit Heineken ad

Champions League beer sponsor Heineken swindled 1,000 AC Milan fans into attending a classical music / poetry event rather than watching their team play Real Madrid earlier this season.

The Heineken stunt involved 200 accomplices, including girlfriends, bosses and professors, persuading their AC Milan doting boyfriends, employees and students to miss the game on the 21st of October at the San Siro.

The advert was designed to highlight that ‘the most sacred moment guys have left is watching football with friends‘ before going on to say that ‘as time goes by, that moment is increasingly at risk.’

Find out how it all unfolded below!