Heineken has launched a new When You Drive, Never Drink responsible consumption campaign featuring father and son duo, and former Formula 1 World Champions, Keke and Nico Rosberg. … read moreThrough a relatable story of familial rivalry where the pair compete with each other in activities such as tennis and fishing, the TV commercial highlights that no matter how confident a driver you are, the best driver is always the one that doesn't drink and drive. The insight for the campaign was drawn from Heineken's global research on drink driving triggers.
Agency: Publicis, Italy
[1] This shows that overconfidence in driving ability after consuming alcohol is a key cause of drink driving. The research also showed that the prominence of alcohol-free options, including Heineken® 0.0, made a positive impact on drink driving behaviour.
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