F1 Champ Max Verstappen and Heineken Roll for Road Safety

F1 icon Max Verstappen appears driven to distraction in a road safety push from Heineken and LePub. After a night out with friends, they invariably hand him the keys to transport them all home. Every. Single. Time.

That’s because he’s “The Best Driver,” according to a new :60. But exploits on the racetrack, all those trophies and his global fame, don’t make him the right choice for the assignment at hand.

Quick, take a guess what does…

Dude’s downing non-alcoholic Heineken 0.0. So, he’s clear-headed and aware. That’s what makes Max right for the job. The campaign aims to show that other, arbitrary factors shouldn’t be considered when designating someone to take the wheel.

It’s a fun, non-judgmental, commonsense appeal. Verstappen’s immensely likable, acting all pouty-put-upon, but ultimately pulling ahead as a great Beatles track blasts on the soundtrack. Beep-beep, beep-beep, yeah!

“Having that clarity and single-mindedness, particularly when it comes to safety, is crucial,” Max says in press materials.

“In its own witty way, the brand has always been culturally aware and sensitive towards global issues and younger generations,” adds Bruno Bertelli, global CEO of LePub and CCO at Publicis Worldwide. “Drinking and driving pose significant risks and consequences. And who better than one of the most globally renowned drivers to convey this key message?”