If one of the world’s most skilled drivers never drinks and drives you wouldn’t, would you? It’s a wonderful premise by Publicis Italy. Sir Jackie Stewart, or The Flying Scot as he is known, competed in the F1 Championship between 1965 and 1973, winning three World Drivers’ Championships (in 1969, 1971 and 1973) and achieving runner-up twice over the nine seasons.
This year, Stewart is the star of Heineken’s don’t drink while driving ad by Publicis Italy that marks the beginning of its $200m Formula 1 sponsorship at the Italian Grand Prix in Milan.
And some really clever direction by The Glue Society’s Gary Freedman and editor, Adam Spivey, shows the driving superstar winning races and enjoying the Formula 1 lifestyle, but politely refusing offers of Heinekens throughout his entire career and now at 77, because “I’m still driving,” he explains.
Anuraag Trikha, Heineken’s global brand communications director, said of the sponsorship, “It’s a natural question to ask our point of view on drinking and driving. For Heineken, it’s an obligation and an opportunity to promote responsible behavior, because people do want to listen to a brand like us. We are the only brewer to show people rejecting our own product.”
Stewart has been an earnest campaigner for driver safety for many years.
The soundtrack that applauds Stewart is a version of David Bowie’s Heroes by Postmodern Jukebox featuring Nicole Atkins.
Anuraag Trikha, Heineken’s global brand communications director, said of the sponsorship, “It’s a natural question to ask our point of view on drinking and driving. For Heineken, it’s an obligation and an opportunity to promote responsible behaviour, because people do want to listen to a brand like us. We are the only brewer to show people rejecting our own product.”
Publicis Italy is the lead agency globally on Heineken. Its chief executive officer and executive creative director, Bruno Bertelli, is also chief creative officer of Publicis Worldwide, and has worked on the Heineken business for 17 years.
The agency selected The Glue Society’s Gary Freedman to shoot the spot following recent high profile projects for HSBC, IKEA and award winning projects for Doritos, Fosters and Money Supermarket in the UK.
The 90 second spot was filmed by highly awarded director of photography, Stephane Vallee, with post production by the team at MPC, London.
Bernie Ecclestone, chief executive of the Formula One group, commented, “Heineken’s new campaigns are impressive. They provide impact, innovation and scale. The campaigns capture the essence of F1 – safety and responsibility coupled with excitement and glamour. This is an example of why we were excited about Heineken joining the F1 family.”
Credits:
Client: Heineken Formula 1 Sponsorship
Senior director, global brand: Gianluca Di Tondo
Communications director, global brand: Anuraag Trikha
Agency: Publicis, Italy
CCO Publicis Worldwide, CEO & ECD Publicis Italy: Bruno Bertelli
Executive creative director Publicis Italy: Cristiana Boccassini
ECDs Publicis Italy, Heineken Brand: Luca Cinquepalmi & Marco Venturelli
Production companies: Anorak Berlin & Independent London
Executive producers: Christiane Dressler & Jason Kemp
Director: Gary Freedman, The Glue Society
DoP: Stephane Vallee
Post production: MPC, London
Editor: Adam Spivey
Sound: Grand Central, London
