Heineken's latest commercial, 'No Compromises' features 2016 Formula One World Champion Nico Rosberg and is the latest addition to its ongoing 'When You Drive, Never Drink' initiative. The release is just one aspect of the beer giant's platform, meant to help people publicaly commit to staying alcohol-free when driving.
The clip features Rosberg preparing for an upcoming race, wherein he refuses to settle for even one pound over his goal weight. The driver also refuses to accept his team arriving one minute late for training and later refuses even one drink while driving.
The campaign targets the social pressures surrounding drinking and getting behind the wheel and seeks to drive real behavioral change among consumers. Heineken does this through a variety of reinforcements placed in bars and an online pledge that can be taken by those committed to remaining alcohol-free while driving. The campaign has previously featured Sir Jackie Stewart and was unveiled at this year's Canadian Grand Prix event in Montreal.