System 1 driver Perez is consuming on the job in new Heineken advert

Le Pub Mexico has put System 1 driver Checo Perez behind the wheel of a cab in a brand new marketing campaign for Heineken 0.0 beer.

A hidden digicam exhibits the reactions of passengers after they see that their cabbie is a well-known Mexican racing driver, after which that he’s consuming beer – till he turns spherical to indicate them that it’s 0.0% alcohol and so they realise what’s been happening.

Marta Garcia, Heineken’s VP of selling Mexico, stated: “At Heineken 0.0, past capturing the humorous reactions of Mexicans when assembly Checo, the primary goal is to convey a necessary message about accountable consumption. With this collaboration, we exhibit that having enjoyable and being accountable can go hand in hand. We wished to have one of the best driver in Mexico, demonstrating that one of the best driver is the one who doesn’t drink and drive”.

Eoin Sherry, international ECD of LePub, stated: “It’s a gorgeous marketing campaign for a shopper who understands the function they play within the tradition and sees the worth of those sorts of concepts in a selected context. Checo Perez is liked by Mexicans for what he represents, an idol on this market, so it was immensely lucky to have the ability to have him ship such an necessary message.”

Heineken’s examine exhibits that 40% of designated drivers devour alcohol earlier than they get behind the wheel, and 42% of individuals have agreed to journey in a automobile with somebody who has beforehand consumed alcohol.

Unsure this may work all over the place, however as so many Mexicans clearly don’t take alcohol bans too significantly, they could additionally see the humorous facet of this marketing campaign.

MAA artistic scale: 6