Situation

People think that Racers break the limits of speed. Racers break the limits of themselves. Racers break the limits of rewards. Racers break any limits.

But there is one exception.

Drinking and driving would mean throwing it all away in a heartbeat.

Brief

The brief was to find a responsible drinking message which would resonate in the Formula 1 world and that would build the overall Heineken POV that Formula 1 is much more than just a race.

Objectives

Reinforce Heneken’s long term commitment to encourage responsible drinking.

When You Drive, Never Drink” a new TV commercial, featuring road safety pioneer and F1® legend, Sir Jackie Stewart is the latest chapter.

It communicates a powerful anti-drink driving message where consumers are left in no doubt – when you drive, you never drink. It reinforces the company’s view that when you’re behind the wheel, abstinence is the only option.

The story is a convincing re-creation of Mr. Stewart in his 60s and 70s heyday, in which he is seen winning races and enjoying the jet set Formula 1 lifestyle, while courteously refusing bottles of Heineken every time they are offered to him.

And he continues till present day, where the 77 years old legend shows once again the right behaviour of a responsible driver.

This film wants to demonstrate that Formula 1 is about driving to continue to win by celebrating the most iconic Formula 1 driver who fought to introduce life saving safety measures.

Sir Jackie Stewart, the first F1 safety Champion – shutting down unsafe circuits, introducing mandatory seatbelts and full-faced helmets improving emergency and medical services at racetracks.

The film follows Sir Jackie’s successes in and outside the race track, demonstrating that the success he reached is also because he refused to drink when driving.

The film wants to encourage people to zero alcohol at the wheel by sharing the best example in Formula 1.

WHEN YOU DRIVE, NEVER DRINK.