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Daniel Ricciardo, Sergio Perez and Naomi Schiff Team Up for Safe Driving Campaign

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The campaign plays on the fact that overconfidence is the biggest factor when it comes to drink driving – you feel like a much better driver than you are

Daniel Ricciardo, Sergio Perez and Naomi Schiff Team Up for Safe Driving Campaign

The brand-new Heineken ‘When You Drive, Never Drink’ campaign 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, our 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.

To support the launch and to encourage people to make the right choice by getting a safe ride home during race weekend, Heineken is teaming up with the McLaren F1 Team to surprise fans in Miami with a ride home in a McLaren supercar. Heineken will also encourage 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 5th through Sunday, May 8th.

Naomi Schiff, W Series driver, said: “Miami is famous for its nightlife, culture and sport - making it the perfect host city for a race weekend. There will be so much great driving to take in this weekend, so if you’ve been out and you feel like a great driver, it’s best to leave it to those out on track and book yourself a safe ride home.”

Daniel Ricciardo, The McLaren F1 Team Driver said: "I may be one of the most charming F1 drivers, but after a drink I become an even more charming passenger. So when you feel like me after a drink or two, remember to get a safe ride home. "

Global head of Heineken brand, Bram Westenbrink said: “When You Drive Never Drink is a message we are very passionate about because it’s the core of our partnership with F1 and W Series. As the world turns its attention to this vibrant and cool city for the inaugural Miami Grand Prix, we are excited to launch the latest phase of this campaign. We know that drinking can lead to a feeling of overconfidence and it’s this insight that has helped shape our creative direction. So, if you do have a drink, please leave the driving to the professionals. 

Along with our star-studded line up of talented drivers we are also excited to be working with McLaren, to make it easier than ever before for fans to make the right choice and give them an amazing experience to get home safely over the F1 Miami weekend.”

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Genres: People

Categories: Beers, Alcoholic Beverages

Heineken , Fri, 06 May 2022 11:38:14 GMT