The second week of June saw official Formula One sponsor Heineken launch a fresh phase of its ongoing ‘When You Drink, Never Drive’ initiative with new creative fronted by former F1 champion Nico Rosberg.
The FIA F1 Drivers’ World Champion fronts the campaign, which launched on 8 June, and stars in the hero spot called ‘No Compromise’ with 30-
and 60-second versions
themed around the ‘It’s Just One’ idea and set to the Queen/Bowie ‘Under Pressure’ track.
The message is simple: whether you’re a Formula 1 champion or the hero who’s driving everyone home, always remember even ‘just one beer is one too many’.
The hero spot is amplified across all the usual brand channels.
Take it from the champ @nico_rosberg himself…even just one beer is too many #WhenYouDriveNeverDrink #Heineken #F1 pic.twitter.com/y6rSP8zhjB
— Heineken (@Heineken) June 9, 2018
When you drive, just one beer is too many. #WhenYouDriveNeverDrink #Heineken #F1 pic.twitter.com/XcEl2C9jbe
— Heineken (@Heineken) June 8, 2018
It is supported by further digital and social content pieces and additional video clips,
If you're serious about driving, then you'll know just one is one too many. Take The Pledge and let everyone know https://t.co/kVCYmCwSXb #WhenYouDriveNeverDrink #Heineken #F1 pic.twitter.com/kxeHyGkGDq
— Heineken (@Heineken) June 10, 2018
including work directly driving viewers to sign up to the brand’s #WhenYouDriveNeverDrink Pledge (see The Pledge Heineken.com/pledge) that features fellow Heineken racing ambassadors David Coulthard and Sir Jackie Stewart.
Comment:
The campaign has been partly built on a Heineken research project that aims to change beliefs and behaviours around drink driving – check out the research’s pilot study vide.
The latest phase is essentially a continuation of a campaign the beer brand kicked off back in 2016 with creative fronted by Sir Jackie Stewart (see case study).
Links:
Heineken
https://www.youtube.com/user/heineken
https://www.facebook.com/Heineken
https://www.instagram.com/Heineken/
Publicis Italy:
F1:
