Heineken recently launched its When You Drive, Never Drink campaign to emphasize the message of responsible consumption. To encourage this message, former Formula 1 World Champions and father and son duo, Keke and Nico Rosberg star in the commercial.
It tells the story of the common friendly rivalry where the two compete against one another in different activities -- this includes fishing and tennis. The racing champions highlight that the best driver is always the one that does not drink and drive, no matter the confidence. Nico Rosberg talks about the campaign -- "The latest campaign conveys a really powerful message that, regardless of whether you’re a professional driver or not, abstinence behind the wheel is the only option."
Racing PSA Commercials
The When You Drive, Never Drink Campaign Features Two Formula 1 Champions
Trend Themes
1. Responsible Consumption Messaging - The emphasis on responsible consumption in advertising campaigns presents disruptive innovation opportunities for creating new and compelling messaging strategies.
2. Celebrity Endorsements - The use of Formula 1 champions Keke and Nico Rosberg in the commercial showcases the potential for celebrity endorsements in promoting responsible behaviors.
3. Storytelling in Advertising - The use of a friendly rivalry storyline in the commercial demonstrates the effectiveness of storytelling techniques in conveying important messages.
Industry Implications
1. Alcohol Beverage - The When You Drive, Never Drink campaign suggests opportunities for the alcohol beverage industry to further promote responsible and abstinent consumption.
2. Automotive - The emphasis on not drinking and driving in the PSA presents opportunities for the automotive industry to develop new technologies and features that discourage impaired driving.
3. Advertising & Marketing - The successful execution of the campaign showcases the potential for innovative advertising and marketing strategies that address social issues.