TV ad: Heineken Formula 1 Sponsorship: When you drive, never drink

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Top 6: September 7th 2016

This weekend at the Italian Grand Prix in Milan, Heineken’s $200 million sponsorship of Formula1 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. 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.