This past weekend at the Italian Grand Prix in Milan, Heineken’s $200 million sponsorship of Formula 1 is being unveiled with a 90 second TV commercial urging racing fans and all motorists that ‘When you drive, never drink.’ The commercial stars three-time Formula 1 champion and road safety campaigner Sir Jackie Stewart at various stages throughout his successful motoring career, as well as the song "Heroes" by Postmodern Jukebox featuring Nicole Atkins.
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. The soundtrack is a version of David Bowie's "Heroes" by Postmodern Jukebox featuring Nicole Atkins. The Glue Society’s Gary Freedman directed the spot.
...we counted 10 times
Creative Credits:
Agency: Publicis Italy
Production: Anorak Berlin/Independent London/The Glue Society
Country: Italy
Director: Gary Freedman
Executive Creative Director: Cristiana Boccassini
Chief Creative Officer: Bruno Bertelli
Creative Director: Luca Cinquepalmi
Creative Director: marco venturelli
Executive Producer: Christiane Dressler
Executive Producer: Jason Kemp
DoP: Stephane Vallee
Sound Studio: Grand Central London
Post production: MPC London
Editor: Adam Spivey