When You Drive, Never Drink

Awarded: 

• The STIVA TV Award 2016
• Best Film in Eurobest Festival of Creativity (Gold)
• Best Use of Licensed or Adapted Music in Eurobest Festival of Creativity (Silver)

≈300,000 views on YouTube

Strong press coverage: 

• campaignlive.co.uk
• adforum.com
• creativity-online.com
• adsoftheworld.com
• biernet.nl
• moving-picture.com
• marketingtribune.nl
• dailycommercials.com
• gpupdate.net
• futuresport.co
• bestadsontv.com
• advee.com
• advert.ge
• adstasher.com
• horizont.net

The idea was to pitch one of the most iconic songs ever; 'Heroes' by David Bowie. For no other reason than to convey a stronger emotive effect, we selected an alternative version performed by Scott Bradlee's Postmodern Jukebox ft. Nicole Atkins. This version was a better fit for the film than the original version and the client fell in love with it the minute we send it.

Lyrical content including "I will be King", "nothing, will drive them away,
we can beat them, just for one day" and 'I'll drink all the time" made the track choice additionally stronger.

As part of the 'Enjoy Heineken Responsibly' campaign, this film sees F1 legend 'Jackie Stewart' repeatedly turn down beers offered to him by fans. The advert's intent was to present responsible drinking as cool and to contribute to healthy societal norms surrounding alcohol consumption.

We needed to source a catchy, edgy, pre-existing track that was able to immediately captivate the audience and leave a lasting mark. The soundtrack had to act as a hymn of an F1 legend’s metaphorical walk through the ages and hence needed to be epic and proud.

Jury Feedback

MUSIC / SILVER

‘Beautiful quiet version of the song takes the lm to the next level. Excellent use of music.’