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

Published On
Mar 03, 2020

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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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