By Amy Houston, Senior Reporter

July 24, 2023 | 3 min read

The spot promotes the brand’s alcohol-free range of drinks.

In Heineken’s ‘The Best Driver’ campaign, F1 star Max Verstappen is seen socializing with friends and repeatedly being chosen to be designated driver. The hero film cleverly emphasizes 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.

Creative agency Le Pub developed the work, which was informed by research that highlighted some of the reasons for selecting a designated driver, which include driving experience, enjoyment, or simply the person who volunteers.

Bruno Bertelli, global chief creative officer at LePub, explained: “Heineken continues to be a pivotal player when it comes to responsible consumption. In its own witty way, the brand has always been culturally aware and sensitive towards global issues and younger generations. ‘When You Drive Never Drink’ is, in fact, a long-standing project and consistent brand pillar that Heineken can boast and champion.

“Drinking and driving pose significant risks and consequences, and who better than one of the most globally renowned drivers to convey this key message? Max Verstappen has been thus enlisted, becoming the most prominent promoter of safe rides. This approach treats in a creative way the brand’s commitment towards building an impressive platform that exemplifies brand equity and impact at scale.”

To coincide with the ad, the beer brand has committed to investing 10%+ of all media budgets to support responsible consumption programs.

Bram Westenbrink, global head of the Heineken brand, added: “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.”

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