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
Jul 27, 2023
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.”