Heineken unveils first Formula 1 adverts

Formula 1 sponsor Heineken has unveiled the first of its adverts to help promote the sport – as it promises to 'disrupt' the way grand prix racing is promoted around the world.

Heineken unveils first Formula 1 adverts
Jackie Stewart, at a Heineken sponsorship announcement
Heineken presentation
(L to R): Scott Quinnell, Former Rugby Player; Stephanie Sigman, Actress; Bernie Ecclestone; Gianluca di Tondo, Heineken Global Head of Brand; Jackie Stewart; Carles Puyol, Former Football Player and David Coulthard, Red Bull Racing and Scuderia Toro Rosso Advisor / Channel 4 F1 Commentator, at a Heineken sponsorship announcement
Heineken charity football game, Jolyon Palmer, Renault Sport F1 Team
Heineken sign
Gianluca di Tondo, Heineken Global Head of Brand, at a Heineken sponsorship announcement
Heineken F1 sponsorship announcement - anti-drink driving banner
Heineken branding on the podium

The two adverts, one of which features Jackie Stewart and the other David Coulthard, received their premieres at the Monza circuit on Friday night ahead of the beer company's first race title sponsorship event.

Heineken's global marketing director Gianluca di Tonda said the adverts were the start of a radically different approach his company would take – having already built a temporary five-a-side pitch on the Monza start-finish straight on Thursday evening.

“This is just the beginning,” he said. “In 2016 we will work on our road map and we will try to disrupt the rules of this world. Stay tuned because other cool interesting things are going to come.”

The Stewart advert, promoting Heineken's campaign 'When you Drive, never Drink', mixes vintage footage with CGI graphics to cleverly chart the three-time champion's career as he consistently avoided drinking and driving.

Having used extensive video from Roman Polanski's 'Weekend of a Champion' as well as a current party scene, it took three days of shooting and 10 days of editing to create.

The Coulthard-based video promotes how F1 is 'More than a Race' and features the grand prix-winner informing fans about the attraction of the sport.

Heineken closed Monaco for six nights and filled temporary grandstands with fans to create the scenes.

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