Heineken Gets BIC Input on Drinking or Driving Efforts

On August 29th, BIC Program Director Nancy R. Tag attended a brainstorming session at Heineken USA designed to identify new and innovative ways to change the conversation around drunk driving. It was attended by linguists, academic researchers, behavioral economists, and government officials. As a special treat, the attendees got a preview of a commercial that aired this week to introduce its new $200 million partnership with Formula 1 which builds on Heineken's longstanding commitment to responsible drinking. According to Anuraag Trikha, Heineken’s global communications director, “It’s a natural question to ask our point of view on drinking and driving. For Heineken, it’s an obligation and opportunity to promote responsible behavior, because people so want to listen to a brand like us.”

The spot featured here was created by Publicis Italy. As stated in Creativity: “It is a convincing re-creation of Jackie Stewart in his early 1970s heyday, in which he is seen winning and enjoying the jet set Formula 1 lifestyle while courteously refusing bottles of Heineken every time they are offered to him. The soundtrack is a version of David Bowie’s ‘Heroes’ by Postmodern Jukebox featuring Nicole Atkins.”