Here’s a fairly brilliant idea for a viral ad campaign that could have gone terribly, terribly wrong. But this particular gamble taken by JWT Italy for Heineken turned out to have a bit of marketing magic behind it—plus, it’s incredibly entertaining to watch.

In Italy, where soccer is somewhat more of a religion than a sport, the UEFA Champions League game that took place last October between Real Madrid and AC Milan was an extremely important must-see event. But—using girlfriends, employers and journalists as accomplices—more than 1,000 soccer fans were convinced (or, to be fair, forced) to attend a classical music concert taking place at the same time as the big match. We won’t spoil the fun of what happens next, but we do recommend you check out the video—which was watched by more than a million people live on broadcast TV. Heineken’s ad slogan? “Made to entertain.” Goooooaaaaaal!

(Via: The Observer’s VSL)