Heineken has enlisted 2016 FIA Formula 1 Drivers’ World Champion Nico Rosberg to star in its new #WhenYouDriveNeverDrink film.
“Whether you’re a Formula 1 champion or the hero who’s driving everyone home, always remember even Just One Beer is One Too Many.” this is the message conveyed by the beer brand, which invites you to take The Pledge if you’re driving tonight.
The 60-second spot, set to the rhythms of the 1981 iconic song “Under Pressure” performed by Queen and David Bowie and aimed at highlighting that, sometimes, one single detail can sometimes make a difference, features Rosberg making no comprise on and off track. He pays attention to details before and during a race, since in Formula 1 one apparently minor thing can make a difference, and in his spare time. Thus, he doesn’t allow a member of his stuff to take a “one-minute” coffee break before the race, he keeps training hard to lose one pound and get in perfect shape, has his car moved one milimiter so that it could be just at the start line and, when he is told that he’s “just one second off first place,” he strives hard to get to the first place. He doesn’t back down in front of his friends, either, who encourage him to have a drink, because it’s “just one beer”. “I’m still driving!” he replies and then leaves the party and gets in a Mercedes Benz with the text “No Thanks” on the licence plate.
“When you drive, just one beer is too many” and “When you drive never drink” flash across the screen at the end of the commercial.
Created by Publicis Italy, this is the latest installment in Heinken’s “When You Drive, Never Drink” campaign, promoting responsible drinking. In 2017, the legendary British racing driver Jackie Stewart, who was also a safety pioneer for the sport, fighting for important measures like mandatory seatbelt and helmet rules, fronted the campaign.
According to a research conducted by Canvas8 on behalf of Heineken, polling 5000 18-35 year old premium beer drinkers in UK, USA, Mexico, Brazil and Netherlands, 75% limit how much they drink on most nights out and 1 in 3 do this every time. The no. 1 reason to moderate drinking on a night out is, for 7 in 10 millenials, staying in control. The “social shaming” due to their appearing drunk on social media has affected 1 in 3 millenials, according to the same research. More than 70% of the participants (71% more precisely) said they believe their life is better when they moderate.