Media Blog Project 1

 Introduction: 

Most of us currently can't drink alochol but we have no doubt seen an ad for alcohol on the TV. I am going to be discussing one of the alcohol ad's but this is probably an alcohol that you have probably not seen before because it actually has zero alcohol in it. You probably haven't seen the ad unless you watch a specific sport. I am going to be discussing a Heineken ad I saw while watching a Formula 1 race. You probably will have not seen this ad before unless you watch Formula 1 since it includes a famous driver in the ad. This ad got my attention because I do not like this specific driver featured in the ad. This ad is important because it shows the importance of a designated driver. 

Describe: 

1. The content is a group of friends is drinking in a bar several different times. Every time they go to the car Max does not drink. There are 3 men and a lady one of the men is Max Verstappen. At the end of the night they ask "Who is driving?" and "Who is the best driver?". Verstappen gets chosen to drive every time and as they continue to go to the bar Max's get more and more reluctant/sad to drive them home. Because in one seen when he is driving his friends there are people pressed up against the window trying to say hi to him and basically fan girling over him because he is famous. In the last clip Max is seen drinking so one of his other friends decides to drive everyone home. When his friends are in the car in front of the restaurant Max shows them he is drinking a Heinkein 0.0 which has zero alcohol so therefore he is able to drive and then gets in the car and pulls up next to his friends in the next clip. The text on the screen says the best driver is the one who doesn't drink unless it's Heinkein 0.0; never drink and drive. 

2. Yes the subject who is familiar in the ad is Max Verstappen. I have seen Max in Formula 1 races because he is the lead racer for the Formula 1 team Redbull. 

3. The ad is 30 seconds long. I saw it when I was watching the 2025 China Grand Prix. It was first broadcasted a year ago. 

4.  Yes it is part of a larger campaign. The larger campaign is to prevent drunk driving and making sure when going out and drinking with your friends choose who is not drinking to drive everyone home. 

5. I am looking at the article straight from the Heinken website about the ad and its purpose. The article talks about if the designated driver is drinking Heineken 0.0 they are good to drive home because it has 0% alcohol. A quote straight from the article says "Over 40% of people have accepted rides from drunk drivers due to arbitrary choices in designated drivers." With the help of Max Verstappens help Heineken is encouraging everyone to pick a drunk driver who isn't drinking - unless it's Heineken 0.0. 

Analyze: 

1. One technique that I saw was famous person who is Max Verstappen a 4 time World Champion Formula 1 driver. This technique helps reach people who watch Formula 1 because they will see someone they recognize on the screen and pay more attention to the ad and then possibly buy the product. 

2. I don't think the ad uses the association principle because the product isn't linked to positive images, emotions or values. I think it does use storytelling because there are several scenes in the ad that show like a passing of time. So it is telling the story that Max is always the designated driver because he doesn't drink. 

3. Yes I think the ad kind of effectively use of the platform. The product isn't really shown until the end of the ad so therefore you are kind of wondering what they are promoting in the first 20 seconds of the ad. Also the product is shown for like .2 seconds in the ad it's really quick so I wish they just showed the product in the ad more so then you could actually know what they are promoting.

Interpret: 

1. This ad is different because it is promoting a 0% alcohol drink which I haven't seen before and I don't think very many people have. Most ads for alcohol that you seen know promote like new versions of drinks that have a lot of alcohol in them. But an ad promoting drinking but in a safe manner is something really cool that I love. When I look up example there is nothing that I recognize but some that I see are Ghia, Proxies and De Soi. 

2. Target audience I think is people who drink so like twenty year old or thirty year olds. Another target audience is people who want to drink with friends but don't actually want to drink alcohol so then they can still feel included but not get the affects of alcohol. 

3. No there are no stereotypes in the ad. No I didn't find any part of the ad offensive. Everyone who has in the ad was a normal person with no stereotypes attached.

Evaluate: 

1. I think the strengths of the ad are having Max in it because if you know Formula 1 the ad is very funny. Also the ad is simple and easy to follow so that is nice like you can understand what is going on. Another strength is the message of the ad I think the message of don't drink and drive is a great one and connects very well to the product. Not drinking and driving can resonate with a lot of people so that being the main message was smart of the marketers. Some of the weaknesses is that the product isn't shown until the end of the ad and for a very short period of time as well. I wish the product was shown more or explained more as well maybe like the same great Heinkein taste but with zero alcohol so then people could get more of an idea of what the product is. 

2. Yes I think the ad is memorable which is why I am doing my project on it. What I think is memorable about it is Max Verstappen being in the ad. What I think is memorable as well is the message of the ad "Don't drink and drive". Because that is a really important message and is very memorable. 

3. Yes I think it effectively connects with the target audience. I think people who drink would be interested in drinking a zero alcohol drink when they have to drive their friends home or don't want the side effects of alcohol. I however think that this ad could have been targeted toward a little bit older audience like 30-40's instead of like 20-30's. Because I think people who are older are more likely to drink this verses younger people. I think the people in the ad where like 30's so if that is the audience they where trying to reach I think they hit the mark. 

Engage:

1. Max Verstappen paired up with Heinkein to create a new gaming initiative called Player 0.0. Verstappen is also a Heineken 0.0 ambassador and is helping advocate responsible drinking. Heinkein is a global partner of Formula 1 and this ad revealed there global 'When You Drive, Never Drink' creative campaign. The ad is called 'The Best Driver'. Max is repeatedly chosen to be the designated driver because he is 'The Best Driver'. The decision to drive should be based one who hasn't had a drink unless it's a Heineken 0.0. The creative took inspiration from research showing that people pick a designated driver based on driving experience, enjoyment or simply who volunteers. Through this campaign Heineken aims to highlight that when it comes to getting a ride home after a night out the only person chosen to get behind the wheel should be someone that hasn't had alcohol. 

2. Heineken uses social media to put out stories about there company and advancements that they are making. They also use it to promote there products. People are saying the ad is funnier than other ads they have seen. People are also saying there is a connection with Ford because one of the cars Max drivers in the commercial is a Ford. 

3. Yes I would check this product out based on the ad because I am not allowed to drink because I am not 21 but this would be a fun way for me to feel included and drink when my other friends are. 

4. Yes I would recommend this product to people who don't like to drink but want the alcohol taste. I would also recommend this to people who are designated drivers of the group. And finally I would recommend this to people who are under 21 and can't drink so they can feel included when other people are drinking.

Conclusion:

1. What I learned is that there can be none alcoholic drinks and why some people are chosen as designated drivers. I also learned ways to people who are designated drivers to feel included. I also learned that Heineken that a long standing partnership with Formula 1 they have been partnered since 2016.

2. The message behind the ad like the deepness and dedication that Heineken had for it really surprised me. What also surprised be is the Heineken is sensitive to global issues. Heineken has also committed to investing 10% or more of all media budgets to support responsible consumption of alcohol programs. 

Links:

https://www.heineken.com/us/en/campaigns/player00hub

https://www.theheinekencompany.com/newsroom/the-best-driver/