Heineken proceeds its motor-racing-inspired marketing activity with an ad starring not one however two previous Formula One civilization champions.
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Created by Publicis Italy, "Father and also son" follows Keke Rosbergand son Nico as they complete to earn a seat behind the family steering wheel.
After a series of defeats, Nico unwinds with a non-alcoholic pint, top him to snatch the vehicle keys from his dad and drive residence to Cat"s In The Cradle by bother Chapin.
The point out ends with the tagline: "The much better driver is the one that doesn’t drink." It to be directed by young name Werner through Bacon Copenhagen.
This is sustained by social media, digital and also experiential activity.
"We space committed to responsible consumption and also want to use the power of the an international Heineken brand because that good," Gianluca Di Tondo, senior director for the worldwide Heineken brand, told Campaign.
"We usage our F1 worldwide platform to with millions of civilization with a compelling and bold obligation message: when you drive, never ever drink. As one of the world’s many captivating and also visible sports, F1 is the perfect communication from which to lead the conversation about drink-driving and make a hopeful difference."
The campaign follows a study commissioned through Heineken that uncovered a 4 minutes 1 of drink-drivers believe they journey well under the influence of alcohol.The research likewise found alcohol-free alternatives to have actually a positive affect on drink-driving behaviour.
Nico Rosberg said: "Heineken has committed part that its F1 cooperation to conveying a clear and also compelling responsibility article that ns myself share, one that pipeline consumers in no doubt: once you drive, you never drink.
"The latest campaign conveys a really powerful message that, nevertheless of whether you’re a skilled driver or not, abstinence behind the wheel is the just option."
This isn’t the very first time Nico Rosberg has starred in a Heineken advertisement – in 2018, the turned down "just one beer" as component of the brand’santi-drink-driving programme.
Heineken an initial kicked off its "When girlfriend drive, never ever drink" project in 2016 through ads starring former racing chauffeurs Sir Jackie Stewart and also David Coulthard.
Luissandro Del Gobbo, an international executive an innovative director at Publicis Italy, added: "Heineken’s brand id is based on the see that if friend look at life through afresh perspective, you will gain it more, so our an obstacle is to find a unique and also fresh perspective across the campaigns.
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"The "When friend drive, never ever drink" project is hugely crucial for Heineken and additionally for anyone who operated on it. This is a powerful message the zero alcohol behind the wheel and also there absolutely wasn’t a absence of engaging ideas flying around."
This point out the third significant work introduced by Heineken this year, through the brand also releasing ads concentrating on famous martini drinkerJames Bondand gender stereotypes in drink orders at bars.