Heineken 0.0 hits the big screen: a new chapter in the culture of moderation with F1® THE MOVIE

By: Trademagazin Date: 2025. 06. 23. 11:46

Heineken 0.0 has joined Apple Original Films as an official partner for F1® THE MOVIE. The partnership will also see the launch of a brand new campaign, created by the film’s director and producer, Joseph Kosinski, with the film’s lead actors, Brad Pitt and Damson Idris.

The film will be released worldwide by Warner Bros. Pictures on June 25, but the joint campaign has already been launched before then. Heineken 0.0 will also appear in the film, reinforcing the brand’s natural presence in the world of Formula 1, of which it has been an official partner since 2016.

F1® is experiencing an unprecedented cultural boom, and it’s no exaggeration to say that F1® THE MOVIE is one of the most anticipated films of the summer – and Heineken 0.0 will play a key role in it, both on and off the track.

As part of the Heineken 0.0 campaign, a new commercial was also released, starring Brad Pitt and Damson Idris, which challenges outdated norms and prejudices associated with social life regarding alcohol consumption.

The commercial shows how today’s young people are rethinking the freedom of choice – whether it’s about social situations or the type of drink they choose. In one scene, Damson Idris’ character, Joshua Pearce, sips a Heineken 0.0 – and viewers assume he’s going to drive. Then comes the twist: Brad Pitt’s character, Sonny Hayes, is actually behind the wheel. The scene is specifically based on the brand’s “If you drive, if you don’t” message, presented through the characters in the film: the enjoyment of 0.0 beer does not need to be explained – it can be a natural part of any social situation.

The partnership reinforces Heineken’s mission: to be an active player in cultural life, in an authentic, enjoyable and socially relevant way. Ahead of the film’s release, fans will be able to access exclusive content, behind-the-scenes footage and insights across Heineken’s channels – not just into the world of F1® THE MOVIE, but also into the wider cultural conversation around moderation, inclusion and changing social norms.

“F1® is intense, fast, risky and full of pressure – that’s what makes it exciting. This short film is a game-changer – not just in racing, but in how we celebrate and connect. Choosing a 0.0 beer isn’t about taking a step back, it’s about knowing what works for you – and being proud to do so in any situation,” said Damson Idris.