In advance of the June 25 release of ‘F1 The Movie,’ Heineken has announced its official partnership with the production and a campaign featuring Brad Pitt and Damson Idris helmed by the feature’s director.
The collaboration extends an existing relationship and the movie’s content. Heineken 0.0 appears in the film. The beer company has been a Formula 1 sponsor for nine years. And as a movie about cars and being behind the wheel, the commercial amplifies Heineken 0.0’s brand message – “When driving, or not.”
There’s been an uptick in the number people who are “sober-curious,” and who have indicated that they plan to drink less alcohol. The campaign, according to Heineken’s press release, reflects the beverage company’s desire to be a part of societal shifts in authentic ways.
“At Heineken®, we believe culture has the power to shape behavior,” said Nabil Nasser, Global Head of Heineken® Brand. “By becoming part of F1 The Movie, we’re taking the conversation around moderation into a space that’s global, influential and emotionally engaging. This partnership isn’t just about visibility – it’s about making alcohol-free choices feel natural, accepted and relevant in the moments that matter, especially in social settings.”
Beyond Formula 1, Heineken has been a global sponsor of the U.S. Open and the UEFA Champions League, where there are additional opportunities to back the drinking choices of fans, including moderation.
In the commercial, Pitt and Idris play themselves, but dressed as their characters, Sonny Hayes and Joshua Pearce, respectively. Idris drinks a Heineken 0.0 as various film crewmembers encourage him to go have a good drive.
“This short film flips the script – not just on racing, but on how we celebrate and connect,” Idris said via the brand’s press release. “Choosing a 0.0 isn’t about holding back, it’s about deciding what works for you and owning it, whatever the moment.”
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