Heineken has hit the back of the net with this Kronenbourg 1664 ad.

The appearance of marine bird enthusiast, philosopher and actor Eric Cantona (apparently he used to play football too) is a good start. Eric is in Alsace to tell us about the way its hop farmers are treated - like superstar footballers.

In this world, paparazzi chase down a tractor, muddy boots emerge from supercars and hops are paraded through town, FA Cup-style, on an open-top bus. The ladies are of course bowled over - in order to impress one ingénue, even Eric feigns farmer-ness.

It’s a clever way of insinuating quality, and Heineken has already posted a witty spoof farmers’ retort online, continuing the joke neatly. Back of the net.