F1 world champion Max Verstappen, 'The Best Driver' in more ways than one

Heineken's 'The Best Driver' global campaign launched today, featuring current F1 world champion and Heineken 0.0 ambassador Max Verstappen promoting responsible drinking with the tagline 'When You Drive, Never Drink'.

The campaign features imagery of Verstappen socialising with friends and repeatedly being chosen as designated driver, not because of his prowess behind the wheel, but because he hasn't had alcohol, choosing Heineken 0.0 instead.

Heineken cites new research showing that designated drivers are often selected because of their driving experience, enjoyment, or simply because they volunteered rather than because of how much they have, or haven't, drunk.

"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," said Verstappen.

Bram Westenbrink, Global Head of Heineken, said the brand is committed to creating real change around attitudes to drink driving through their marketing campaigns with the F1.

"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," he said.

The campaign is the brainchild of creative agency Le Pub, was directed by Bradley & Pablo and produced by PRETTYBIRD. It launched first in the Netherlands through social media and digital out-of-home platforms.

Bruno Bertelli, Global CEO LePub, Global CCO Publicis Worldwide, and CCO Publicis Groupe Italy, said Heineken's not-so-serious take on important issues will appeal to younger generations.

"In its own witty way, the brand has always been culturally aware and sensitive towards global issues and younger generations," he said. "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," he said.

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