Heineken taps F1’s Max Verstappen for ‘When You Drive, Never Drink’ campaign

The Dutch champion is ‘The Best Driver’ in Le Pub spot, directed by Bradley & Pablo of Prettybird

Published On
Jul 27, 2023
Max Verstappen sitting in a bar

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It must be nice to have a friend like Max Verstappen when you need a designated driver—unless you take advantage a little too often.

That’s the conceit of Le Pub’s fun, fanciful new safe-driving spot for Heineken, in which Verstappen—the Formula 1 champion in 2021 and 2022—grows increasingly frustrated at having to chaperone his drinking buddies every time they go out. But in the end, he gets a little revenge—in a way that has a nice product tie-in.


The work—directed by Bradley & Pablo of Prettybird—was informed by new research highlighting some of the arbitrary reasons for selecting a designated driver—when really, the best driver is just the one that hasn’t had any alcohol.

Heineken entered the world of motorsports in 2016. Verstappen has also worked on a gaming initiative with Heineken called Player 0.0. “When driving, having that clarity and single-mindedness, particularly when it comes to safety, is crucial,” he said. “The campaign was great fun to shoot and I hope everyone not only enjoys the film, but also takes away the important message behind it.”


Jul 27, 2023
Client :
Agency :
Le Pub
Senior Director Global Heineken Brand :
Bram Westenbrink
Global Communication Director :
Daniela Iebba
Global Digital Director :
Rob van Griensven
Global Communication Manager :
Tanya Lubis
Global Head Digital Consumer Innovation :
Natacha Volpini
Global Digital Innovation Manager :
Jared Martinez Alejo
Global PR Lead :
Jonathan O'Lone
Senior Sponsorship Manager :
Thomas Mulders
Global CEO :
Bruno Bertelli
Chief Creative Officer :
Cristiana Boccassini
Chief Creative Officer :
Mihnea Gheorghiu
Chief Creative Officer :
Milos Obradovic
Global Executive Creative Director :
Eoin Sherry
Global Creative Director :
Jack Christensen
Art Director :
Nicolò Pavin
Copywriter :
Mattia Pavin
Global Head of PR and Communication :
Isabella Cecconi
Group Strategy Director :
James Moore
Director of Comms Planning :
Shane Roche
Global Client Service Director :
Paola Natellis
Global Client Service Director :
Shirine Aoun
Account Director :
Rossana de Rosa
Account Executive :
Francesca Gatti
Head of Video Production :
Anna Sica
Producer :
Martina Trozzi
PR :
Global Client Director :
Kate Hinz
Global Strategic Digital Director :
Ricardo Lopes
Global Strategy Partner :
Richard Wright
Global Account Director :
Thaiane Garrido
Senior Client Manager :
Angelo Senatore
Senior Strategic Planner :
Maria Lekka
Digital and Social :
Chief Creative Officer :
Eldin Fetahovic
Global Creative Director :
Dio Santos
Creative Lead Dynamic :
Brent Rombouts
Senior Creative :
Bruno Lopes
Senior Creative :
Victor Farias
Designer :
Omar Gutierrez
Client Business Lead :
Leila Popovych
Senior Account Director :
Margot Corneloup
Project Lead :
Joyce Kooren
Dynamic Business Lead :
Sebastiaan Poublon
Amplify Project Lead :
Nathalie Meier
Lead Digital Producer :
Vic Krens
Senior Dynamic Asset Manager :
Daria Lakovenko
QC & Data Manager :
Renske de Vlieg
Post-Producer :
Lina Joukhadar
Editor :
Rocco Tozzi
Production Company :
Director :
Bradley & Pablo
DP :
Laura Meriens
Executive Producer :
Ted Thornton
Executive Producer :
Juliette Larthe
Head of Production :
Fiona Bamford-Phillips
Head of Business & Strategy :
Mia Powell
Head of Creative :
Tom Manaton
Production Coordinator :
Enrique Da Silva
Production Assistant :
Lottie Lindsay-Beavan
Edit :
Trim Editing
Editor :
Thomas Grove Carter
Editor :
Claudio Roveda
Editor :
Andrea Besana
Color Grading :
Electric Theatre Collective
Colorist :
Luke Morrison
Color Executive Producer :
Oliver Whitworth
Color Producer :
Olivia Jessop
Color Grading :
Corte 11
Colorist :
Luca Parma
Online/VFX :
Head of Post :
Alfredo Beretta
Post Producer :
Alina Chaplygina
Online :
Sandro Iurini
Online :
Franco Tonnarelli
Compositing :
Adolfo Navire
Compositing :
Fabrizio Volpi
Compositing :
Jacopo Ardit
3D CGI :
Executive Producer :
Antonella Galassi
VFX Supervisor :
Massimiliano Pareschi
Senior Producer :
Giulia Lamacchia
Producer :
Luca Petrini
Lead CG :
Jinseok Park
Comp Supervisor :
Alessandro Tibiletti
Compositor :
Angelo Murianni
Compositor :
Nadir Sanna
Compositor :
Luigi Mobiglia
3D Artist :
Marco Squeo
3D Artist :
Daniele Zambelli
3D Artist :
Giannicola Maccarinelli
FX Artist :
Matteo Finozzi
Matte Painter :
Manuel Bergamini
Music :
Music Search & Licensing Director :
Stefan van der Wielen
Producer :
Niels van der Wielen
Producer :
Niels Docter
Producer :
Auke Riemersma
Account Director :
Ella Chevasco
Publishing :
Sony Publishing
Song by :
The Beatles
Sound Design & Mix :
Audio Post Production :
Sound Design & Mix :
Marcin Pawlik
Audio Producer :
Olivia Ray
Post Production :
Post Producer :
Lina Joukhadar
Offline/Online Editor :
Ane Zabala
Grading :
Shebanjah Klaasen
Grading :
Cyriel Roumen
Motion Designer :
Lenisio Jardim
Compositor :
William Martens
Edit Overview :
Mike Duistermaat

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