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Heineken “Jackie” 2017

Heineken “Jackie” (2017) is a Heineken commercial directed by Gary Freedman for Publicis, produced by Anorak/Independent. It won 11 awards, including Cannes Lions 2017 Film Gold, Epica 2017 Gold Alcoholic drinks and Clio 2017 Silver — Film / Short form (between one [1] minute and five [5] minutes).

Sir Jackie Stewart, a legendary Formula 1 driver, is shown throughout his career, always refusing a Heineken because he's still driving, promoting responsible drinking.

Video: HeinekenChile on YouTube

Shot by shot

  1. A black and white archival shot shows a race car speeding through a tunnel and then on an outdoor track.© Heineken0:00
  2. A black and white archival shot shows a crowd of people running onto a race track after a car crash, with a cameraman filming from a raised platform.© Heineken0:05
  3. A young man in a racing suit and sunglasses walks past a crowd of people at a racetrack, then turns and walks towards a building.© Heineken0:09
  4. A male mechanic in a blue jacket and a male race car driver in a white suit are laughing and talking outside a garage.© Heineken0:16
  5. A male race car driver in a black cap and light blue jacket smiles and laughs with a female fan in a straw hat, surrounded by a small crowd outdoors.© Heineken0:20
  6. A man with a mustache, wearing a striped shirt and tie, holds a tray of Heineken bottles for a woman in a blue top, in an interior setting.© Heineken0:25
  7. A man in a white racing suit, black cap, and sunglasses smiles, then turns his head to the right, at a racetrack.© Heineken0:30
  8. A male photographer in a white jacket and black shirt holds a camera, looking to the right, surrounded by a crowd at a race track.© Heineken0:33
  9. A man in a white racing suit with "GOOD YEAR" on the back waves to a small crowd of people standing next to a white RV.© Heineken0:36
  10. A young male waiter in a white shirt and black tie offers a tray of Heineken bottles to an older man at a formal evening event.© Heineken0:43
  11. Three green Heineken beer bottles with condensation are presented on a silver tray by a waiter in a white shirt.© Heineken0:46
  12. An older man in a plaid cap and suit speaks, then smiles and adjusts his cap, with a green bottle visible beside him in a dimly lit interior.© Heineken0:49

Stills © Heineken. Made by Publicis, Anorak/Independent and Gary Freedman.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Legendary F1 driver Sir Jackie Stewart always refuses a Heineken because he's driving.

Tagline: “When you drive, never drink. Open your world.”

celebrity endorsementflashback narrativeresponsible drinking messagehistorical footage integrationhero's journeyhumorous refusal

The cut

Length
60 s
Shots
40
Average shot
1.5 s
Format
mixed

What creatives use Heineken “Jackie” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Heineken “Jackie”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A black and white archival shot shows a race car speeding through a tunnel and then on an outdoor track.© HeinekenA black and white archival shot shows a crowd of people running onto a race track after a car crash, with a cameraman filming from a raised platform.© HeinekenA young man in a racing suit and sunglasses walks past a crowd of people at a racetrack, then turns and walks towards a building.© HeinekenA male mechanic in a blue jacket and a male race car driver in a white suit are laughing and talking outside a garage.© Heineken
    Frames from Heineken “Jackie”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Heineken “Jackie” in order, with its length, framing and what happens in it.

    A black and white archival shot shows a race car speeding through a tunnel and then on an outdoor track.© HeinekenA black and white archival shot shows a crowd of people running onto a race track after a car crash, with a cameraman filming from a raised platform.© HeinekenA young man in a racing suit and sunglasses walks past a crowd of people at a racetrack, then turns and walks towards a building.© HeinekenA male mechanic in a blue jacket and a male race car driver in a white suit are laughing and talking outside a garage.© HeinekenA male race car driver in a black cap and light blue jacket smiles and laughs with a female fan in a straw hat, surrounded by a small crowd outdoors.© HeinekenA man with a mustache, wearing a striped shirt and tie, holds a tray of Heineken bottles for a woman in a blue top, in an interior setting.© Heineken
    Length: 60 s · Shots: 40 · Average shot: 1.5 s · Format: mixed

  3. 03Ad ideas: every spot built on a celebrity endorsement

    Before you present an idea, you need to know who has done it, and how.

    Heineken “Jackie” is built on a celebrity endorsement. Search the library by idea to see every spot that uses it.

    Novartis “Relax Your Tight End”© NovartisUber Eats “A Century of Cravings”© Uber EatsUber Eats + Special US “Football is for Food”© Uber Eats + Special USCadbury Celebrations “My SRK Ad”© Cadbury Celebrations
    Novartis · Uber Eats · Uber Eats + Special US · Cadbury Celebrations

More commercials by Gary Freedman

More from Publicis

Award-winning beer commercials

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  • Foster's "Good Call" (2014) commercial still© Foster'sFoster's “Good Call” 2014adam&eve\TBWAIPA Effectiveness Awards Grand Prix 2014
  • Andes "Huracán Laura" (2013) commercial still© AndesAndes “Huracán Laura” 2013Dir. Armando Bo y Andrés Salmoyraghi · Del Campo Nazca Saatchi & SaatchiEl Ojo de Iberoamérica Grand Prix 2013
  • Guinness "noitulovE" (2005) commercial still© GuinnessGuinness “noitulovE” 2005Dir. Daniel Kleinman · AMV BBDOCannes Lions Grand Prix 2006
  • Budweiser "True" (2000) commercial still© BudweiserBudweiser “True” 2000Dir. Charles Stone III · DDB WorldwideClio Awards Grand Prix 2000
  • Guinness Brewing GB "Bicycle" (1997) commercial still© Guinness Brewing GBGuinness Brewing GB “Bicycle” 1997Dir. Tony Kaye · Ogilvy & MatherEpica Grand Prix 1996

Questions

Who directed the Heineken “Jackie” commercial?

Gary Freedman directed it, produced by Anorak/Independent, for the agency Publicis.

Which agency made Heineken “Jackie”?

Publicis created it for Heineken (2017).

What awards did Heineken “Jackie” win?

11 awards, including Cannes Lions 2017 Film Gold, Cannes Lions 2017 Film Gold (Alcoholic Drinks), Epica 2017 Gold Alcoholic drinks and Clio 2017 Silver — Film / Short form (between one [1] minute and five [5] minutes).

What is the tagline of Heineken “Jackie”?

“When you drive, never drink. Open your world.”

Sources for the credits and awards

The WorkThe Workwinners.epica-awards.comThe WorkThe WorkThe WorkThe WorkThe Workclios.comliaawards.com