Global F1 partner Heineken debuted its worldwide ‘When You Drive, Never Drink‘ campaign titled ‘The Best Driver‘. The campaign features reigning F1 world champion and Heineken 0.0 ambassador, Max Verstappen, leveraging his status to promote responsible drinking to newer and relevant demographics.
In this fresh campaign, the Oracle Red Bull Racing star is depicted socializing with friends, consistently being selected as the designated driver due to his title as ‘The Best Driver’. The central film of the campaign smartly points out that while the best drivers might be from F1, the deciding factor for the designated driver should be abstinence from alcohol, unless of course, the drink is a Heineken 0.0.
The creative campaign draws its inspiration from recent research pinpointing the random reasons behind choosing a designated driver, such as driving experience or the individual who offers to drive. Through this campaign, Heineken aims to underscore the principle that the driver post-party should be someone who hasn’t consumed any alcohol.
Commenting on the campaign, Max Verstappen stated, “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 campaign, brainstormed and crafted by Le Pub, directed by Bradley & Pablo, and produced by PRETTYBIRD, launched in the Netherlands today on social media and digital out-of-home platforms. The central film and supporting digital assets will roll out across online, social, and digital OOH, with the campaign expanding worldwide throughout the rest of 2023.
Heineken’s latest campaign underscores the brand’s consistent commitment to promoting responsible drinking, especially pertinent during the summer months as the F1 racing season peaks. By engaging Max Verstappen, the campaign efficiently targets a broad audience of motorsport fans, promoting the message that when it comes to road safety, alcohol has no place behind the wheel. This aligns with the brand’s ethos of enjoyment without compromise and further bolsters Heineken’s image as a socially responsible brand.