Heineken has already tapped Daniel Craig, aka James Bond, to promote its zero-alcohol beer, and now it's turning to two professional drivers, father and son Formula 1 World Champions Keke and Nico Rosberg.
The latest spot by Publicis Italy, part of its "When you drive, never drink" campaign, sees the Rosbergs competing light-heartedly to beat each other in various ways—from a game of boules in a village square to fishing, tennis and even throwing paper into a trash can. In each case, Keke wins and takes the keys to the sports car they're driving around.
Finally, Nico finds a way to get one over on his dad—by revealing that the beer he's drinking is Heineken 0.0, so he can take the wheel. Martin Werner at Bacon was behind the playful direction.
The insight for the campaign was drawn from Heineken’s own research, which found that overconfidence in driving ability after consuming alcohol is a key cause of drunk driving.
“Our global research discovered that, while people don’t set out to drink and drive, often when we’re at the point of decision making, our good intentions falter in the face of temptation," said Gianluca Di Tondo, senior global brand director at Heineken in a statement. "These insights have given us the opportunity to better target our marketing to make real impact by developing a new communications campaign which focuses on the root causes of drink driving.”
The campaign includes 30-, 60- and 95-second films, plus supporting digital and social assets. It will be launched in multiple countries around the world across TV, online and social media.