Formula One (F1) sponsor Heineken promoted its 0.0 beer through a global ‘The Best Driver’ campaign fronted by ambassador, Red Bull driver and current F1 World Champion Max Verstappen to deter people from drink driving.
Created by Publicis Worldwide agency Le Pub, the spearhead 60-second spot rolled out globally from 20 July across online and social channels and digital out-of-home sites through the second half of 2023.
‘The Best Driver’s narrative arc starts with Verstappen in a bar with a group of friends as they decide who will be the designated driver for the night. The F1 star is repeatedly chosen night after night because the group all believe him to be ‘the best driver’. He is also disappointed to have to drive his friends distinctly average vehicle rather than the sporty model parked immediately outside the bar’s window. But one evening he decides to have a drink, thus seemingly leaving one of his other friends to take on the responsibility. The pay-off shot reveals that Verstappen was drinking a Heineken 0.0 – the brand’s alcohol-free beer – and so drives himself home anyway.
The ad closes with the copy line: “The best driver is the one who is not drinking. When you drive, never drink.”
The film, which was directed by Bradley and Pablo through Prettybird, is supported by a set of social content including video edits.
The global beer brand’s safe driving initiative is informed by an annual study: the latest iteration of which revealed that more than 40% of people have accepted a ride from people who have been drinking partly because too people choose designated drivers based on arbitrary reasons such as experience, enjoyment or simply the one who volunteers.
This campaign aims to empower consumers and viewers to make the right choice: the only designated driver that should be chosen is the one who is not drinking. Unless it’s Heineken 0.0, of course.
“‘When you drive, never drink’ is a message we are very passionate about, and continues to be at the forefront of our long-standing partnership with F1,” commented Heineken Global Head Of Brand Bram Westenbrink. “As the racing season begins to heat up over the summer months, we are excited to launch the latest phase of this campaign, which started in 2016. As we enjoy the incredible action on track, it’s important to remember that when it comes to choosing a designated driver while out with friends, ‘the best driver’ is always the one who hasn’t been drinking.”
Le Pub Global CEO and Publicis Italy Chief Creative Officer Bruno Bertelli added: “Heineken continues to be a pivotal player when it comes to responsible consumption. In its own witty way, the brand has always been culturally aware of global issues and younger generations. ‘When you drive, never drink’ is a long-standing project and a consistent brand pillar for Heineken.
Verstappen himself said in the campaign PR: “As an F1 driver, making the right choices both on and off the track is vitally important for success. When driving, having that clarity and single-mindedness, particularly when it comes to safety, is crucial.
“The campaign was great fun to shoot and I hope everyone not only enjoys the film but takes away the important message behind it.”
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Verstappen will also become part of Heineken’s ‘Player 0.0’ gaming initiative which first launched at the Australian GP in March.
Originally teased in February, Player 0.0 is a relatively new strand of Heineken’s global ‘When You Drive, Never Drink’ initiative which sees the brand encourage responsible consumption through its stable of global sponsorships including its F1 association (such as its 2022 Miami Grand Prix ‘The Night Is Full Of Great Drivers’ project).
Heineken has long been a major sponsor of F1 with an official global partnership dating back to 2016 and campaign adds to its work with the series rights owner which includes race title sponsorships with the Italian Grand Prix at Monza and the new 2023 ‘Las Vegas Grand Prix’ under its Heineken Silver brand.
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