HEINEKEN® LAUNCHES NEW GLOBAL ‘WHEN YOU DRIVE NEVER DRINK’ CREATIVE CAMPAIGN FEATURING F1® STARS

May 2022 – Miami, Florida:

Heineken launched a brand-new campaign ‘When You Drive, Never Drink’ which addresses the common issue of overconfidence when drinking alcohol. Research revealed that 81% of people become overconfident when they drink and believe that they are a better driver than they are.

Some of the greatest drivers are from the world of F1® and W Series, and it’s at the exact moment when you feel you are one of them, that you should not drive, and should find an alternative way to get home.

Heineken® tackles the serious topic of responsible drinking in an engaging and entertaining way, with the help of a couple of familiar faces from the world of F1® and W Series: McLaren Racing Driver Daniel Ricciardo, Oracle Red Bull Racing Driver Sergio Perez and W Series Ambassador and racing driver, Naomi Schiff.

In the campaign, stars from the world of racing appear to be enjoying a fun night out with their friends, creatively bringing to life how after a couple of drinks you may believe you are a great driver – just like the professionals. However, at the end of the night the characters revert back to their normal selves and are shown making the right choice – to not drive and instead get into a taxi.

A social first campaign, using innovative deepfake technology, these assets will launch globally through digital across the Miami racing weekend with an objective to reach 1 billion people with this important responsibility message.

At a celebration event, Heineken supported the launch and to encourage people to make the right choice by getting a safe ride home during race weekend, Heineken® also encouraged F1® fans to get safe rides all weekend across the United States by offering discount code ‘GREATRIDES through Uber. The promotion will run Thursday, May 5 through Sunday, May 8.