Formula One’s sponsor, Heineken, has released their first F1 adverts ahead of the 2016 Italian Grand Prix, for which they are the title sponsor. Their first advertisement debuted at Monza and features Sir Jackie Stewart.
Heineken formed a partnership with Formula One ahead of this season’s Canadian Grand Prix. The multi-million dollar seven year sponsorship agreement promised to boost the awareness of the Heineken brand, while also helping to attract fans to the sport of Formula One.
Heineken’s first advertisement is the first step in the company’s “radically different approach” to marketing in Formula One. The advertisement features Jackie Stewart and promotes the company’s “When you Drive, never Drink” campaign to stop drinking and driving. The ad features archived footage from the three-time World Champion’s career seamlessly blended with CGI editing, which took a reported three days of video shooting and ten days of video editing.
The company also created a second advertisement featuring David Coulthard, which is not yet available on the company’s YouTube channel. The ad consists of Coulthard informing fans of why the sport of Formula One is so great. This ad reportedly required Heineken to close the streets of Monaco for six nights.
