Formula 1
Formula 1
24 Oct
-
27 Oct
Event finished
01 Nov
-
03 Nov
Event finished
14 Nov
-
17 Nov
Event finished
28 Nov
-
01 Dec
Event finished
R
Australian GP
12 Mar
-
15 Mar
Next event in
90 days
19 Mar
-
22 Mar
Next event in
97 days
R
Vietnamese GP
02 Apr
-
05 Apr
Next event in
111 days
16 Apr
-
19 Apr
Next event in
125 days
30 Apr
-
03 May
Next event in
139 days
07 May
-
10 May
Next event in
146 days
21 May
-
24 May
Next event in
160 days
R
Azerbaijan GP
04 Jun
-
07 Jun
Next event in
174 days
11 Jun
-
14 Jun
Next event in
181 days
25 Jun
-
28 Jun
Next event in
195 days
02 Jul
-
05 Jul
Next event in
202 days
16 Jul
-
19 Jul
Next event in
216 days
R
Hungarian GP
30 Jul
-
02 Aug
Next event in
230 days
27 Aug
-
30 Aug
Next event in
258 days
03 Sep
-
06 Sep
Next event in
265 days
R
Singapore GP
17 Sep
-
20 Sep
Next event in
279 days
24 Sep
-
27 Sep
Next event in
286 days
08 Oct
-
11 Oct
Next event in
300 days
R
United States GP
22 Oct
-
25 Oct
Next event in
314 days
29 Oct
-
01 Nov
Next event in
321 days
R
Brazilian GP
12 Nov
-
15 Nov
Next event in
335 days
R
Abu Dhabi GP
26 Nov
-
29 Nov
Next event in
349 days

Heineken unveils first Formula 1 adverts

shares
comments
Heineken unveils first Formula 1 adverts
By:
Sep 2, 2016, 7:33 PM

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.

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.

Next article
Verstappen not discussed in drivers' briefing

Previous article

Verstappen not discussed in drivers' briefing

Next article

Analysis: Which way will Williams F1 team look to replace Felipe Massa?

Analysis: Which way will Williams F1 team look to replace Felipe Massa?
Load comments

About this article

Series Formula 1
Author Jonathan Noble