Heineken has launched the first ad to promote its global Formula 1 sponsorship, ahead of Italian Grand Prix on Sunday.
The ad features Formula 1 three-time world drivers' champion Sir Jackie Stewart, with the messaging centring around "When you drive, never drink". The creative follows Stewart through his career, culminating in the present day where he still refuses to drink a Heineken, because even though he's retired, he's still driving.
Heineken currently spends 10% of its global media spend on responsible drinking campaigns, and speaking with AdNews previously Heineken Lion Australia managing director Andrew Campbell said of such campaigns that: “We will always be involved in the fan experience trackside or out of track but we’ll never necessarily be involved in a racing car itself but what a powerful opportunity to be bold about our proposal that if you drive never drink.”
This spot is the first in a series, with the second ad set to feature fellow former driver and winner of 13 Grand Prix, David Coulthard. This ad isn't expected to air until mid-September.
According to Campaign, these ads are set to air globally and were both created by Publicis Italy. Australia’s Glue Society also had a hand in the ad, with the agency's Gary Freedman shooting the spot.
The F1 sponsorship package, which makes Heineken the official beer partner of F1, includes naming rights for the Italy, Mexico and China GPs as well as being a major partner at GPs in Russia, Monaco, United Kingdom, Singapore, US and Brazil.
At other GPs, including Australia, Heineken will remain the designated global beer partner, which includes hospitality and VIP areas and spaces to activate.
Previously Campbell also outlined that Heineken getting involved in the F1was a no-brainer for the brand.
“It’s one of the world’s most prestigious sporting events and that aligns well with being the world’s leading international premium beer brand that Heineken is,” Campbell says.
“Globally, it has a reach of 21 races and Heineken is in all of those continents so it gives us a great footprint to recruit new drinkers, get more awareness of the Heineken brand.”
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