the emotion of Formula 1 joins the glamor of Hollywood and commitment to responsible consumption. In a surprising collaboration that fuses cinema, motorsports and an iconic brand, Brad Pitt and Damson Idris, stars of the long-awaited movie “F1 The Movie”, head the new spot of Heineken 0.0, strategically filmed during the Mexican Grand Prix.
This campaign not only reinforces the alliance between the film and the non-alcoholic beer brand, but also challenges traditional perceptions about the consumption of non-alcoholic beverages, promoting the message of moderation and “intelligence” at the wheel.
A clear message and Hollywood stars on the Mexican asphalt
the new spot of Heineken 0.0, , Part of the global campaign “0.0 Reasons Needed”, was shot in the iconic Hermanos Rodríguez Autodrome During the 2024 Mexican Grand Prix, a world-renowned event that has been named “Best Event of the Year” on the F1 calendar on several occasions.
In a key scene of the short, Damson Idris, playing Joshua Pearce, is about to enjoy a Heineken 0.0 assuming that he will drive. However, it is Brad Pitt, in the role of Sonny Hayes, who finally takes the wheel, letting the brand’s blunt message resonate: “When you drive, or not”. This narrative seeks to position Heineken 0.0 as a great flavor alternative for those who choose to enjoy without alcohol, at any time and without a special reason.
“F1 The Movie”: Realism on the track and the cinema
Directed by the acclaimed Joseph Kosinski, “F1 The Movie” It promises to bring the emotion and realism of Formula 1 to the big screen. The film, an Apple Original Films production distributed by Warner Bros. Pictures, will be released in theaters on June 25. To capture the authenticity of the sport, much of the filming was done during real grand prize weekends, using modified F2 cars and with a production team integrated into the paddock. The Hermanos Rodríguez Autodrome will stand out as one of the main stages.
The Heineken 0.0 brand will not only star in the spot, but will also have an authentic presence throughout the film’s history, offering exclusive content and behind-the-scenes access to fans through its channels.
voices of the protagonists and the brand
Greg Lim, brand manager of premium brands from Heineken Mexico, highlighted the importance of the alliance: “Our partnership with F1 is a fundamental part of our history, and now, through the global campaign ‘0.0 Reasons Needed’, we position ourselves as a great-tasting alternative for all those who choose to enjoy without alcohol. Now you can do it at any time and without a special reason.”
Damson Idris He shared his perspective on F1 and the non-alcoholic choice: “F1 is intense, fast, full of pressure. But that’s what makes it exciting. This short puts a twist on the narrative — not just about racing, but about how we celebrate and connect. Choosing a 0.0 is not limiting yourself, it’s deciding what works for you and Appropriate the moment, whatever it may be”.
For his part, the director Joseph Kosinski He emphasized the authenticity of the collaborations: “This film is not just about the speed and spectacle of Formula 1, but about the emotion and culture that surround it. Every detail mattered, including our collaborations. We wanted partners who understood the world we were building and the change in how people connect with the sport today. The film feels authentic, and that was essential to me as a storyteller.”
Mexico: a key market for smart consumption
For Mexico, a strategic market where the culture of non-alcoholic beverages is constantly growing, this film and its intelligent consumption message feel especially close. Heineken Mexico, with more than 135 years of history in the country and part of the most international brewing group since 2010, has a wide portfolio that includes non-alcoholic beers such as Heineken® 0.0 and Tecate 0.0. The company actively promotes intelligent consumption as one of the pillars of its sustainability strategy “providing a better world”.
In this way, Formula 1 and Heineken 0.0 continue to strengthen their joint history, reminding us that you don’t always need a reason to choose to enjoy moderation, both on and off the track.
