The Glue Society directs global launch spot for Heineken's Formula1 sponsorship via Publicis

JACKIE-STEWART-HEINEKEN.jpgThis weekend at the Italian Grand Prix in Milan, Heineken's $200 million sponsorship of Formula1 is being unveiled with a 90 second TV commercial urging racing fans - and all motorists - that 'When you drive, never drink.'

The commercial, directed by Aussie expat Gary Freedman from The Glue Society, stars three-time Formula 1 champion and road safety campaigner Sir Jackie Stewart at various stages throughout his successful motoring career.

Created by Publicis Italy, the story is a re-creation of Jackie Stewart's life from the mid sixties through the seventies, in which he is seen winning races and enjoying the Formula 1 lifestyle, all the while courteously refusing bottles of Heineken every time they are offered to him.

In the final scene, Jackie Stewart - now 77 years old - appears at a glamorous party.
When a waiter offers him a Heineken, expecting him to finally enjoy a drink, he again refuses, saying "I'm still driving", with a nod at his flashy sports car parked outside.

The soundtrack is a version of David Bowie's "Heroes" by Postmodern Jukebox featuring Nicole Atkins.

Publicis Italy is the lead agency globally on Heineken. Its CEO and executive creative director, Bruno Bertelli, is also chief creative officer of Publicis Worldwide, and has worked on the Heineken business for 17 years.

The agency selected The Glue Society's Gary Freedman to shoot the spot - following recent high profile projects for HSBC, IKEA and award winning projects for Doritos, Fosters and Money Supermarket in the UK.

The spot was filmed by internationally renowned director of photography, Stephane Vallee with post production by the team at MPC, London.

Anuraag Trikha, Heineken's global brand communications director, said of the sponsorship: "It's a natural question to ask our point of view on drinking and driving. For Heineken, it's an obligation and an opportunity to promote responsible behavior, because people do want to listen to a brand like us. We are the only brewer to show people rejecting our own product."

Bernie Ecclestone, chief executive of the Formula One group, said: "Heineken's new campaigns are impressive. They provide impact, innovation and scale. The campaigns capture the essence of F1; safety and responsibility coupled with excitement and glamour. This is an example of why we were excited about Heineken joining the F1 family."

Client: Heineken Formula 1 Sponsorship
Senior Director, Global Brand: Gianluca Di Tondo
Communications Director, Global Brand: Anuraag Trikha
Agency: Publicis, Italy
CCO Publicis Worldwide, CEO & ECD Publicis Italy: Bruno Bertelli
ECD Publicis Italy: Cristiana Boccassini
ECDs Publicis Italy / Heineken Brand:  Luca Cinquepalmi & Marco Venturelli
Production Company: Anorak Berlin/Independent London
Executive Producers: Christiane Dressler & Jason Kemp
Director: Gary Freedman, The Glue Society
DOP: Stephane Vallee
Post Production: MPC, London
Editor: Adam Spivey
Sound: Grand Central, London


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