F1 News: Heineken launches new video Ad ahead of Australian GP

Ahead of the Formula 1 Australian Grand Prix in Melbourne this weekend, long-time partner of the sport, Heineken, has launched a new campaign via Saatchi & Saatchi Australia.

‘Sounds Like Good Times With F1’ pays homage to the sport’s distinctive “roars” and Heineken’s history of pairing nicely with noise. It reinforces the beer’s association with the sport, using linguistic devices.

Heineken has a long history as a beer that is best enjoyed with noise, and when the distinctive roar of F1 is paired with Heineken, it “sounds like good times”.

Using linguistic devices, the campaign reinforces Heineken’s association with F1 and champions the unmistakable sounds of this famous sporting event that brings people together.

The campaign has launched with a 360 audio asset on Spotify, immersing listeners in the sounds of F1 and Heineken, and a social campaign with tickets on offer to the sold-out Formula 1 Rolex Australian Grand Prix 2024 event.

“We’re thrilled to celebrate another year of our partnership with the F1 by launching a local campaign that aims to celebrate the sounds of good times at the F1,” Heineken country manager Dino Bozzone said.

“Sound is such a critical part of the immersive experience at the Formula 1.

“Without the sounds of the engines roaring, crowds cheering and bars buzzing, this event wouldn’t be the one we all know and love.

“We look forward to seeing fans come together & celebrating the good times with their mates over this weekend, with a Heineken or Heineken 0.0 in hand at the F1.”

Carlo Mazzarella, creative director at Saatchi & Saatchi Australia, added, “Being from Melbourne, it’s hard not to notice the sounds of the F1 when March arrives.

“So our aim was simple: to create a campaign that makes Heineken synonymous with the sounds of the F1 in a fun and engaging way.”

The campaign launches across OOH, digital, radio, social and in-store activation.