Heineken Unveils First Ad To Promote Formula 1 Sponsorship

Heineken "unveiled a campaign to promote its new global Formula 1 partnership at an event in Italy" ahead of the Italian Grand Prix, according Kate Magee of CAMPAIGN LIVE. The launch coincides with the brand’s first F1 Grand Prix "where it is an official title sponsor." There "will be three more in next year's season." Publicis Italy "created two TV ads for the brewer that will be shown globally." The first, "When you drive, never drink," fits into its campaign to encourage responsible drinking and features former Formula 1 three-time world drivers' champion Jackie Stewart. It "shows Stewart throughout his career up to the present day and shows him continually refusing to drink Heineken because he is driving." The spot was "shown on outdoor screens at the Grand Prix track in Monza, near Milan, alongside track branding." It "will be backed up with digital activations, live fan experiences, PR initiatives and packaging/point of sale activations." The second spot, "More than a race," features another former driver -- winner of 13 grands prix -- and TV presenter David Coulthard. The ad shows that F1 "is not just a two-hour race, but a glamorous 72-hour event taking place in some of the world’s best cities." It "will air in mid September" (CAMPAIGN LIVE, 9/2).