Heineken, global partner of F1, today unveiled their latest global ‘When You Drive, Never Drink’ creative campaign, entitled ‘The Best Driver’. The campaign features the current F1 world champion and Heineken 0.0 ambassador, Max Verstappen, who brings his star power to help promote responsible drinking to new and relevant audiences.
In the new campaign, the Oracle Red Bull Racing driver is portrayed socialising with friends and repeatedly being chosen to take on the role of designated driver, due to him being ‘The Best Driver’. The hero film cleverly emphasises that while some of the best drivers are from the world of F1 the decision should instead only be based on who hasn’t had a drink… unless of course the drink is a Heineken 0.0.
The creative took inspiration from new research highlighting some of the arbitrary reasons for selecting a designated driver; including driving experience, enjoyment, or simply the person who volunteers. Through this new campaign Heineken aims to highlight that when it comes to getting a ride home after a night out the only person chosen to get behind the wheel should be the one that hasn’t had alcohol.
Max Verstappen said: “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. On top of working on an upcoming, exciting new gaming initiative with Heineken called Player 0.0, I’m proud as a Heineken 0.0 ambassador to help advocate responsible drinking to motorsport fans all over the world. The campaign was great fun to shoot and I hope everyone not only enjoys the film, but also takes away the important message behind it.”
The new campaign, ideated and created by creative agency Le Pub, directed by Bradley & Pablo and produced by PRETTYBIRD, launched in the Netherlands today through social media and digital out-of-home platforms. The hero film and supporting digital assets will also be launching across online, social and digital OOH, with the campaign rolling out globally across the rest of 2023.
Since entering the world of motorsport in 2016, Heineken has been committed to real change around attitudes towards drink driving, continuing to innovate through their marketing campaigns with F1. The brand consistently drives the message in a light-hearted way through their global ‘When You Drive, Never Drink’ campaigns, with new creative launched every season. On top of this, Heineken has committed to investing 10%+ of all media budgets to support responsible consumption programmes.
