Father and son Formula 1 champs team up to promote Heineken 0.0 (and send a safety message)
Keke and Nicol Rosberg star in anti-drunk-driving ad featuring brand's zero alcohol offering
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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.
Credits
- Date
- Mar 03, 2020
- Client :
- Heineken
- Agency :
- Publicis-Italy
- Sr. Director Global Heineken Brand :
- Gianluca di Tondo
- Integrated Communication & CMI Manager Global Heineken Brand Global Commerce :
- Daniela Iebba
- Heineken Communication Manager Global Heineken Brand Team :
- Jose Antonio Casillas
- Heineken Global Communication Manager Global Heineken Brand Team :
- Jessica Setiawan
- Sponsorship Lead F1 :
- Ben Pincus
- Global Chief Creative Officer Publicis WW :
- Bruno Bertelli
- Chief Creative Officer Publicis Italy :
- Cristiana Boccassini
- Global Executive Creative Director :
- Luissandro Del Gobbo
- Global Executive Creative Director :
- Marco Venturelli
- Global Executive Creative Director :
- Luca Cinquepalmi
- Head of Art :
- Costanza Rossi
- Creative Supervisor :
- James Andrews
- International Strategic Planner :
- James Moore
- Head TV Production :
- Mariella Maiorano
- TV Producer :
- Tania Dal Pra
- Worldwide Account Director :
- David Pagnoni
- International Client Service Director :
- Eleni Charakleia
- Account Director :
- Silvia Ghiretti
- Senior Account Manager :
- Jan Wojtkowski
- Global Chief Creative Officer Publicis WW :
- Bruno Bertelli
- Chief Creative Officer Publicis Italy :
- Cristiana Boccassini
- Global Executive Creative Director :
- Luissandro Del Gobbo
- Global Executive Creative Director :
- Marco Venturelli
- Global Executive Creative Director :
- Luca Cinquepalmi
- Head of Art :
- Costanza Rossi
- Creative Supervisor :
- James Andrews
- International Strategic Planner :
- James Moore
- Senior Strategist :
- Stuart Williams
- Head TV Production :
- Mariella Maiorano
- Digital Producer :
- Jonathan Grassi
- Worldwide Account Director :
- David Pagnoni
- International Client Service Director :
- Eleni Charakleia
- Digital Account Director :
- Alexandra Stoica
- Senior Account Manager :
- Jan Wojtkowski
- Production Company :
- Bacon
- Director :
- Martin Werner
- Director of Photography :
- Martin Ruhe
- Executive Producer :
- Mette Jermiin
- Producer :
- Samuel Cantor
- Production Design :
- Peter Grant
- Costume Designer :
- Pernille Holm
- Editor :
- Russell Icke
- Post Production Company :
- MPC/London
- Executive Producer :
- Dafydd Upsdell
- Sound Engineer :
- Raj Sehgal
- Sound :
- Grand Central Recording Studios
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