F1 is rising in reputation worldwide—particularly within the Netherlands due to Dutch driver Max Verstappen, who has been the world champion for the previous two years. Dutch brewer Heineken is tapping into that enthusiasm by making Verstappen the face of its new accountable consuming marketing campaign.
Created by Publicis Groupe company Le Pub and directed by Bradley & Pablo via manufacturing firm Prettybird, “The Greatest Driver” is ready to The Beatles’ iconic monitor “Drive My Automotive.” The spot exhibits Verstappen out consuming with associates, who repeatedly make him function the designated driver as a result of the racer is one of the best driver within the group.
He grows more and more exasperated with chauffeuring the rowdy group via rain and snow, till he begs off by consuming a Heineken. As a pal reluctantly takes the wheel, Verstappen reveals he was really consuming the model’s nonalcoholic Heineken 0.0.
“As an F1 driver, making the fitting selections each on and off the monitor is vitally vital for achievement,” Verstappen stated in a press release. “When driving, having that readability and single-mindedness, significantly on the subject of security, is essential.”
A part of the model’s ongoing “When You Drive, By no means Drink” program, the brand new marketing campaign launched throughout social media and digital out-of-home platforms and can roll out globally all through 2023.
“‘When You Drive, By no means Drink’ is a message we’re very keen about, and continues to be on the forefront of our lengthy standing partnership with F1,” world head of Heineken model Bram Westenbrink stated in a press release. “Because the racing season begins to warmth up over the summer time months, we’re excited to launch the newest section of this marketing campaign which we first kicked off in 2016.”
CREDITS
Heineken
Senior director world: Bram Westenbrink
World communication director: Daniela Iebba
World digital director: Rob van Griensven
World communication supervisor: Tanya Lubis
World head digital shopper innovation: Natacha Volpini
World digital innovation supervisor: Jared Martinez Alejo
Model world PR lead: Jonathan O’Lone
World senior sponsorship supervisor: Thomas Mulders
