The Italian Grand Prix saw Heineken launch its new Formula 1 activation campaign with a global ‘When you drive, never drink’ commercial fronted by three-time F1 champion Sir Jackie Stewart
The 90-second spot, which launches to coincide with the brand’s first Formula 1 Grand Prix official race title sponsorship, opens the beer brand’s race-related responsible drinking initiative and features CGI-tweaked footage of Heineken ambassador Stewart continually refusing to drink Heineken because he is driving right through his career.
With a soundtrack that sees Postmodern Jukebox (with Nicole Atkins) rework David Bowie’s “Heroes” by, the ad’s final scene sees 77-year-old Stewart at a glamorous party refusing a waiter’s offer of a Heineken and saying ‘I’m still driving’ (with a nod at a smart sports car parked outside).
Posted on Heineken’s YouTube channel on 2 September, the global TV commercial is also being shown on trackside outdoor screens onsite at Monza.
It is further supported by reinforcement track branding messages, as well as live fan experiences, a PR push and both packaging and point of sale work.
The campaign is also being backed up by digital (www.heineken.com/F1)
Sir Jackie Stewart, 3 x World Champion. Safety pioneer. See his racing life with a surprising twist! #HeinekenF1 pic.twitter.com/niBwDPYo0L
— Heineken (@Heineken) September 2, 2016
and other social drink/drive messaging pieces (carrying the hastags #MoreThanARace #HeinekenF1) and right across the Italian Grand Prix.
Here's a rule everyone should live by. #MoreThanARace #HeinekenF1 https://t.co/IqBMqi6yVy pic.twitter.com/Q83Hq9AVgu
— Heineken (@Heineken) September 4, 2016
This debut film is the first in a three-part activation series.
The second spot, which airs in mid September, is called ‘the Tutorial – More Than A Race’ and stars fellow former F1 star and Heineken driver ambassador David Coulthard.
TV presenter Coulthard, who won 13 grand prix during his career, fronts the follow-up film that show F1 is not only a two-hour race, but a glitzy 72-hour show touring the world’s most glamorous cities.
The ad, leading a campaign has been developed in harness with Publicis Italy, directed by Aussie expat Gary Freedman from The Glue Society, it was filmed by internationally renowned director of photography Stephane Vallee and post production was by an team from MPC, London.
Publicis Italy is the lead agency globally for Heineken and its CEO/ECD Bruno Bertelli is also chief creative officer of Publicis Worldwide and has worked on the Heineken business for 17 years.
‘It’s a natural question to ask our point of view on drinking and driving,’ explains Anuraag Trikha, Heineken’s global brand communications director, said of the sponsorship.
‘For Heineken, it’s an obligation and an opportunity to promote responsible behaviour, because people do want to listen to a brand like us. We are the only brewer to show people rejecting our own product
‘Our new campaigns deliver in two key areas: a new and innovative take on our responsible consumption platform, and a brand campaign aimed at driving commercial opportunities,’ continues Gianluca Di Tondo, senior director of the global Heineken brand.
‘We have partnered with the ideal ambassadors for each campaign. Sir Jackie’s track record in road safety is unparalleled, with nearly 50 years of pioneering work. He’ll be heavily involved in the wider ‘When you drive, never drink’ campaign for Heineken. David embodies our ‘More than a race’ activity; he enjoyed a highly successful career as an F1 driver and now has a multi-faceted role in the F1 community.’
‘Heineken’s new campaigns are impressive. They provide impact, innovation and scale,’ adds Bernie Ecclestone, chief executive of the Formula One group.
‘The campaigns capture the essence of F1; safety and responsibility coupled with excitement and glamour. This is an example of why we were excited about Heineken joining the F1 family.’
Heineken’s complete $200m F1 partnership wont fully kick-off until the 2017 season when, as well as being an event title partner of three Grand Prix, the beer sponsor will also have a major presence at six further events as well as having rights to activate its exclusive global beer partner status.
And we're off! #MoreThanARace #HeinekenF1 https://t.co/UHiKuUAJfB pic.twitter.com/OHbWrKTAM4
— Heineken (@Heineken) September 3, 2016
Monza went by so fast. See you in Singapore! #MoreThanARace #HeinekenF1 pic.twitter.com/jXJKikdwOQ
— Heineken (@Heineken) September 4, 2016
Comment
In addition to the CSR led drink/drive activation theme, another strand of Heineken’s F1 leverage programme at Moza was also cause led: pre-race, the beer brand hosted a one-off 5-a-side game on the Monza track between F1 drivers and Champions League legends (this linking two of its key global sponsorship properties) that raised €50,000 for victims of the recent Italian earthquakes (see case study).
The F1 drink drive work (which has some tactical and creative echoes of Johnnie Walker’s long running F1 ‘Join The Pact’ drink/drive pledge initiative),
also continues on from Heineken’s commitment to enforce positive action on responsible drinking at Rio 2016 where the beer brand served a glass of water to accompany every beer poured.
Links
Heineken F1 Deal Web:
https://www.heineken.co.uk/article.php?article=83001465815525
Heineken YouTube:
https://www.youtube.com/user/heineken
Heineken Twitter:
Heineken Instagram:
https://www.instagram.com/Heineken/
Heineken Tumblr:
http://heineken-agegate.tumblr.com/#heineken/
Heineken Facebook:
https://www.facebook.com/heineken/
F1 Web:
Publicis Italy:
