Verstappen Drives Heineken 0.0 Campaign Forward

Heineken has unveiled its latest global ‘When You Drive, Never Drink’ creative campaign, entitled ‘The Best Driver’.

The campaign features the current Formula 1 world champion and Heineken 0.0 ambassador, Max Verstappen, who helps help promote responsible drinking through the beer brand’s latest advertisement.

In the new campaign, the Oracle Red Bull Racing driver is portrayed socialising with friends and repeatedly being chosen to take on the role of designated driver, due to him being ‘The Best Driver’.

Max Verstappen, said, “As an F1 driver, making the right choices both on and off the track is vitally important for success. When driving, having that clarity and single-mindedness, particularly when it comes to safety, is crucial. On top of working on an upcoming, exciting new gaming initiative with Heineken called Player 0.0, I’m proud as a Heineken 0.0 ambassador to help advocate responsible drinking to motorsport fans all over the world.

“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.”

Bram Westenbrink, Global Head of Heineken Brand, said,“When You Drive Never Drink is a message we are very passionate about, and continues to be at the forefront of our long standing partnership with Formula 1. As the racing season begins to heat up over the summer months, we are excited to launch the latest phase of this campaign which we first kicked off in 2016. As we enjoy the incredible action on track, it’s important to remember that when it comes to choosing a designated driver when out with friends – ‘The Best Driver’ is always the one that hasn’t been drinking.”

The new campaign, ideated and created by creative agency Le Pub, directed by Bradley & Pablo and produced by PRETTYBIRD, launched on Monday 24^th July through social media and digital out-of-home platforms.

The hero film and supporting digital assets will also be launching across online, social and digital OOH, with the campaign rolling out globally across the rest of 2023.

Bruno Bertelli, Global CEO LePub, Global CCO Publicis Worldwide, CCO Publicis Groupe Italy, added, “Heineken continues to be a pivotal player when it comes to responsible consumption. In its own witty way, the brand has always been culturally aware and sensitive towards global issues and younger generations. “When You Drive Never Drink” is in fact a long-standing project and consistent brand pillar that Heineken can boast and champion.

“Drinking and driving pose significant risks and consequences, and who better than one of the most globally renowned drivers to convey this key message? Max Verstappen has been thus enlisted, becoming the most prominent promoter of safe rides. This approach treats in a creative way the brand’s commitment towards building an impressive platform that exemplifies brand equity and impact at scale.”