• by Teresa Buyikian , Yesterday

With its sponsorship of  the car racing film “F1 The Movie,” along with a sexy new spot featuring the film’s stars Brad Pitt and Damson Idris, Heineken 0.0 is promoting drinking its non-alcoholic beer, whether behind the wheel or not.

The latest campaign from Heineken 0.0 follows the announcement that the brand has been named the official partner of “F1 The Movie,” which launches worldwide on June 25. A :60 short promo film by La Pub, seen here, was directed by “F1 The Movie” director Joseph Kosinski.

In the film, Idris is seen in a full driving suit drinking a Heineken 0.0 while people at the racetrack setting repeatedly tell him to “have fun driving.” As he walks out onto the track, prepping to get behind the wheel, he is surprised to see Pitt is actually the one in the driver’s seat. The ad closes on supers of “Heineken 0.0 When Driving, Or Not.”

“We believe culture has the power to shape behavior,” said Nabil Nasser, global head of Heineken Brand, in the announcement. “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. We’re committed to redefine what it means to choose moderation today.”

The brand intends to release “exclusive content [of] behind-the-scenes access” leading up to the release of the film, details of which have been kept under tight wraps. Consumers can go to Heineken’s social platforms to learn not just about the movie, but about “the wider cultural conversation about moderation, inclusion and changing social norms.”

Heineken 0.0 has been a sponsor of the actual Formula 1 race since 2016, and also sponsors the UEFA Champions League and the US Open.