Heineken 0.0 partners with F1 The Movie to champion moderation in the fast lane

Global – Heineken 0.0 has been named an official partner of F1 The Movie, a collaboration with Apple Original Films and Warner Bros. Launching ahead of the film’s global release on 25 June 2025, the campaign stars Brad Pitt and Damson Idris, and challenges outdated views about alcohol and socialising. 

Directed by Joseph Kosinski and set within the film’s universe, the advertisement features Idris’ character reaching for a Heineken 0.0, prompting viewers to assume he’s driving, only for Pitt’s character to take the wheel. It supports the brand’s When Driving, Or Not message, highlighting how alcohol-free choices are part of modern social behaviour. 

‘This partnership isn’t just about visibility,’ said Nabil Nasser, global head of Heineken. ‘It’s about making alcohol-free choices feel natural, accepted and relevant.’

As F1 continues its global cultural rise, Heineken 0.0 is positioning itself at the heart of the action. Exclusive content and behind-the-scenes footage will roll out across Heineken platforms in the coming weeks. 

As previously analysed in our Sober Social Fix report, new spaces are emerging that combine sobriety and fun, creating opportunities for more meaningful social connection.