Heineken has made waves with ads showing people not drinking its beer. Now it’s taking things further with its F1 partnership, and triple world champion Jackie Stewart as ambassador.
To a cover of David Bowie’s Heroes, we see glorious archive footage of Stewart in his 1960s and 1970s heyday, where some CG trickery makes it look like he keeps refusing free Heineken. Cut to a present-day party, and a besuited JYS is again offered a brew. But again he declines, explaining that “I’m still driving” before taking off in a shiny Jaguar.
Very cool, very responsible. But who is actually gonna drink the stuff? A complementary online push shows another Scottish racer – David Coulthard – about to enjoy one. Maybe Jackie’s giving him a lift.