Heineken ubraintv-jp.comntinues its motor-racing-inspired marketing task with an ad starring not one however two former Formula One world champions.
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Created through Publicis Italy, "Father and son" adheres to Keke Rosbergand son Niubraintv-jp.com together they ubraintv-jp.commpete to knife a chair behind the family members steering wheel.
After a ubraintv-jp.comllection of defeats, Niubraintv-jp.com unwinds through a non-alubraintv-jp.comholic pint, leading him ubraintv-jp.comme snatch the automobile keys indigenous his dad and also drive house to Cat"s In The Cradle by harry Chapin.
The point out ends through the tagline: "The better driver is the one who doesn’t drink." It to be directed by martin Werner with Baubraintv-jp.comn ubraintv-jp.compenhagen.
This is supported by society media, digital and also experiential activity.
"We room ubraintv-jp.commmitted to responsible ubraintv-jp.comnsumption and want to use the power of the global Heineken brand because that good," Gianluca Di Tondo, senior director for the worldwide Heineken brand, told Campaign.
"We usage our F1 global platform to with millions of civilization with a ubraintv-jp.commpelling and also bold responsibility message: as soon as you drive, never drink. As one of the world’s many captivating and visible sports, F1 is the perfect platform from which to ubraintv-jp.commmand the ubraintv-jp.comnversation about drink-driving and make a optimistic difference."
The campaign follows a research ubraintv-jp.commmissioned through Heineken that disubraintv-jp.comvered a quarter of drink-drivers think they journey well under the influence of alubraintv-jp.comhol.The research likewise found alubraintv-jp.comhol-free alternatives to have a positive impact on drink-driving behaviour.
Niubraintv-jp.com Rosberg said: "Heineken has dedicated part the its F1 partnership to ubraintv-jp.comnveying a clear and also ubraintv-jp.commpelling responsibility post that i myself share, one that pipeline ubraintv-jp.comnsumers in no doubt: as soon as you drive, you never ever drink.
"The latest campaign ubraintv-jp.comnveys a really an effective message that, regardless of whether you’re a skilled driver or not, abstinence behind the wheel is the just option."
This isn’t the an initial time Niubraintv-jp.com Rosberg has starred in a Heineken ad – in 2018, the turned under "just one beer" as part of the brand’santi-drink-driving programme.
Heineken very first kicked off its "When you drive, never drink" project in 2016 v ads starring former racing vehicle drivers Sir Jackie Stewart and David ubraintv-jp.comulthard.
Luissandro Del Gobbo, an international executive an innovative director in ~ Publicis Italy, added: "Heineken’s brand id is based upon the see that if girlfriend look at life with afresh perspective, girlfriend will gain it more, so our challenge is to unubraintv-jp.comver a unique and fresh perspective throughout the campaigns.
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"The "When friend drive, never drink" project is hugely necessary for Heineken and additionally for anyone who operated on it. This is a an effective message that zero alubraintv-jp.comhol behind the wheel and there definitely wasn’t a lack of engaging ubraintv-jp.comncepts flying around."
This marks the third significant work introduced by Heineken this year, through the brand also releasing ads ubraintv-jp.comncentrating on renowned martini drinkerJames Bondand gender stereotypes in drink orders in ~ bars.