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Heineken “When You Drive Never Drink” 2017

Heineken “When You Drive Never Drink” (2017) is a Heineken commercial directed by Joaquim Back for LePub, produced by Stink. It won one award: Cannes Lions 2017 Film Silver.

Sir Jackie Stewart, a legendary F1 driver, is shown throughout his career, always choosing not to drink alcohol when he knows he will be driving.

Video: Heineken Ireland on YouTube

Shot by shot

  1. A black and white archival shot shows a race car speeding past a crowd of spectators and a man waving a checkered flag at a finish line.© Heineken0:00
  2. A black and white archival footage shot shows a young woman in a beret smiling and laughing as a man whispers into her ear, holding two Heineken bottles on a tray.© Heineken0:02
  3. A man with curly hair in a tan jacket talks to another person, holding a green beer bottle at a lively outdoor gathering.© Heineken0:05
  4. A man in a black hat and light blue jacket smiles while surrounded by a small group of people, one holding a camera and another a Heineken bottle, at an outdoor event.© Heineken0:06
  5. A man in a white racing suit, black cap, and sunglasses smiles while adjusting his cap in a pit lane.© Heineken0:09
  6. A male race car driver in a white uniform with "GOOD YEAR" on the back waves to a small group of cheering fans next to a white RV.© Heineken0:10
  7. A young male waiter in a white shirt and black tie holds a tray of Heineken bottles while talking to an older person at a party.© Heineken0:15
  8. Three cold Heineken beer bottles are presented on a silver tray by a waiter in a restaurant or bar setting.© Heineken0:16
  9. An older man in a plaid cap and suit talks to another person at a bar, declining a drink.© Heineken0:17
  10. An older man in a plaid cap and suit jacket talks to someone off-screen in a dimly lit bar, then winks and adjusts his cap.© Heineken0:19
  11. An older man in a flat cap and suit walks away from the camera, as a waiter holds a tray of three green bottles in the foreground.© Heineken0:21
  12. An older man in a flat cap and green jacket sits in the driver's seat of a car at night, looking out the window.© Heineken0:23

Stills © Heineken. Made by LePub, Stink and Joaquim Back.

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

The idea

Legendary F1 driver always chooses not to drink when driving.

Tagline: “When you drive, never drink.”

celebrity endorsementflashback narrativeresponsible choicehistorical footagehero's journeycontrast past and present

The cut

Length
30 s
Shots
20
Average shot
1.5 s
Format
mixed

What creatives use Heineken “When You Drive Never Drink” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Heineken “When You Drive Never Drink”? 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 past a crowd of spectators and a man waving a checkered flag at a finish line.© HeinekenA black and white archival footage shot shows a young woman in a beret smiling and laughing as a man whispers into her ear, holding two Heineken bottles on a tray.© HeinekenA man with curly hair in a tan jacket talks to another person, holding a green beer bottle at a lively outdoor gathering.© HeinekenA man in a black hat and light blue jacket smiles while surrounded by a small group of people, one holding a camera and another a Heineken bottle, at an outdoor event.© Heineken
    Frames from Heineken “When You Drive Never Drink”

  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 “When You Drive Never Drink” in order, with its length, framing and what happens in it.

    A black and white archival shot shows a race car speeding past a crowd of spectators and a man waving a checkered flag at a finish line.© HeinekenA black and white archival footage shot shows a young woman in a beret smiling and laughing as a man whispers into her ear, holding two Heineken bottles on a tray.© HeinekenA man with curly hair in a tan jacket talks to another person, holding a green beer bottle at a lively outdoor gathering.© HeinekenA man in a black hat and light blue jacket smiles while surrounded by a small group of people, one holding a camera and another a Heineken bottle, at an outdoor event.© HeinekenA man in a white racing suit, black cap, and sunglasses smiles while adjusting his cap in a pit lane.© HeinekenA male race car driver in a white uniform with "GOOD YEAR" on the back waves to a small group of cheering fans next to a white RV.© Heineken
    Length: 30 s · Shots: 20 · 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 “When You Drive Never Drink” 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

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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 “When You Drive Never Drink” commercial?

Joaquim Back directed it, produced by Stink, for the agency LePub.

Which agency made Heineken “When You Drive Never Drink”?

LePub created it for Heineken (2017).

What awards did Heineken “When You Drive Never Drink” win?

1 awards, including Cannes Lions 2017 Film Silver.

What is the tagline of Heineken “When You Drive Never Drink”?

“When you drive, never drink.”

Sources for the credits and awards

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