The Drum Awards for Marketing - Extended Deadline

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By Ishbel Macleod, PR and social media consultant

November 22, 2013 | 2 min read

Johnnie Walker, corporate partner of the Vodafone McLaren Mercedes Formula 1 team, has unveiled a 90 second film showing a car made of 1,750 glasses, as part of its campaign against drinking and driving.

The Join The Pact campaign looks to gather one million commitments to never drink and drive.

“Johnnie Walker has placed responsible drinking at the heart of its eight-year partnership with Vodafone McLaren Mercedes," Gavin Pike, global brand director of Johnnie Walker, said. “As a result of that partnership more than one million consumers around the world have already signed a pledge never to drink and drive and nine weeks ago in Singapore we launched the new campaign to gather a further one million pledges through #ImNOTdriving by giving away free rides home across the globe.”

The video features a CGI model of a Vodafone McLaren Mercedes F1 car and a crash scene at 300 frames per second.

The team's racing driver Jenson Button added: “The Glass Car is a compelling reminder of the importance of staying in control, not only on the race track but on public roads as well. Everyone who gets behind the wheel has to do so fully aware of the impact losing control could have – be it losing a race or losing something else far more important.”

The glass car looks to symbolise the importance of always making the right choices and staying in control.

Johnnie Walker Vodafone

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