Heineken have enlisted a famous father and son duo with a difference to promote its responsible drinking campaign.
Former Formula 1 World Champion Nico Rosberg and his father Keke - also a World Champion in the same sport - are the new faces of the beer brand’s latest responsible consumption spot as part of its ongoing When You Drive, Never Drink campaign.
The campaign, which aims to limit drink driving by 'making moderate drinking cool', also promotes the brand’s alcohol-free beer, Heineken 0.0. The spot features the pair starring in a relatable story of familial rivalry, where the Rosbergs compete against each other at a range of sports, including tennis, fishing and petanque, with the winner getting the honour of driving the car home.
In the new TV commercial, Nico is frustrated by his father at every turn, but finally gets his chance to drive after meeting his father in a bar - but drinking zero-alcohol beer.
Heineken says the best driver is always the one that doesn't drink and drive, and that no matter how confident the driver - even F1 World Champions - no one should drink and drive.
Gianluca Di Tondo, Senior Global Brand Director, Heineken, said: "For our When You Drive, Never Drink campaign to have impact, we first needed to delve into the deep-rooted causes of drink-driving. Our global research discovered that, while people don't set out to drink and drive, often when we're at the point of decision making, our good intentions falter in the face of temptation.
“These insights have given us the opportunity to better target our marketing to make real impact by developing a new communications campaign which focuses on the root causes of drink driving."
The brewer says its campaign includes the aim of using the power of the Heineken brand to make moderate drinking cool. Each year, it directs 10% of its media spend towards promoting responsible drinking.