Heineken launch 'The Best Driver' featuring Max Verstappen
Published on 24 July 2023 by Niels Hendrix
Heineken, global partner of F1, today unveiled their latest global ‘When You Drive, Never Drink’ creative campaign, entitled ‘The Designated Driver’. The campaign features the current F1 world champion and Heineken 0.0 ambassador, Max Verstappen, who brings his star power to help promote responsible drinking to new and relevant audiences.
In the new campaign, the Oracle Red Bull Racing driver is portrayed socialising with friends and repeatedly being chosen to take on the role of designated driver, due to him being ‘The Best Driver’. The hero film cleverly emphasises that while some of the best drivers are from the world of F1 the decision should instead only be based on who hasn’t had a drink… unless of course the drink is a Heineken 0.0.
The creative took inspiration from new research highlighting some of the arbitrary reasons for selecting a designated driver; including driving experience, enjoyment, or simply the person who volunteers. Through this new campaign Heineken aims to highlight that when it comes to getting a ride home after a night out the only person chosen to get behind the wheel should be the one that hasn’t had alcohol.
Max Verstappen said: “As an F1 driver, making the right choices both on and off the track is vitally important for success. When driving, having that clarity and single-mindedness, particularly when it comes to safety, is crucial. On top of working on an upcoming, exciting new gaming initiative with Heineken called Player 0.0, I’m proud as a Heineken 0.0 ambassador to help advocate responsible drinking to motorsport fans all over the world. The campaign was great fun to shoot and I hope everyone not only enjoys the film, but also takes away the important message behind it.”
Bram Westenbrink, Global Head of Heineken Brand said: “When You Drive Never Drink is a message we are very passionate about, and continues to be at the forefront of our long standing partnership with F1. As the racing season begins to heat up over the summer months, we are excited to launch the latest phase of this campaign which we first kicked off in 2016. As we enjoy the incredible action on track, it’s important to remember that when it comes to choosing a designated driver when out with friends – ‘The Best Driver’ is always the one that hasn’t been drinking.”
