Heineken® 0.0 has been named an official partner of F1® THE MOVIE, an Apple Original Films production starring Brad Pitt and Damson Idris. Directed and produced by Joseph Kosinski (Top Gun: Maverick), the film is set to hit cinemas worldwide on June 25, distributed by Warner Bros. Pictures.
This high-profile partnership is brought to life through a dynamic new campaign directed by Kosinski himself, featuring the film’s leading stars. The campaign aims to challenge outdated assumptions about alcohol and socialising, and reinforces Heineken® 0.0’s core message: “When Driving, Or Not.”
A Natural Fit for Formula 1®
Heineken® has been a global sponsor of Formula 1® since 2016, making its integration into F1® THE MOVIE a seamless extension of its ongoing commitment to the sport. With F1® continuing its meteoric rise in global popularity and cultural relevance, Heineken® 0.0 is right at the heart of the action—both on screen and on the track.
In the campaign’s centrepiece, viewers will see Damson Idris’s character, Joshua Pearce, reaching for a Heineken® 0.0, seemingly preparing to drive—only to reveal that it’s Brad Pitt’s character, Sonny Hayes, who takes the wheel. The scene cleverly flips expectations and highlights the brand’s dedication to normalising moderation and alcohol-free choices in modern social life.
Cultural Impact Through Storytelling
“This partnership isn’t just about visibility—it’s about making alcohol-free choices feel natural, accepted, and relevant in the moments that matter,” said Nabil Nasser, Global Head of Heineken® Brand. “By being part of F1® THE MOVIE, we’re taking the conversation around moderation into a space that’s global, influential, and emotionally engaging.”
Director Joseph Kosinski echoed that sentiment, saying, “This film isn’t just about the speed and spectacle of Formula 1—it’s about the emotion and culture around it. Every detail mattered, including our partnerships. Heineken® 0.0’s presence in the film feels authentic, and that was essential to me as a storyteller.”
Damson Idris added: “F1® is intense, it’s fast, and it’s full of pressure—but that’s what makes it exciting. This campaign flips the script—not just on racing, but on how we celebrate and connect. Choosing a 0.0 isn’t about holding back, it’s axbout owning your moment.”
Driving a New Narrative Around Moderation
The campaign is just the beginning. In the lead-up to the film’s release, fans can expect exclusive content and behind-the-scenes access through Heineken®’s digital platforms. From conversations around modern drinking habits to deeper insights into the making of F1® THE MOVIE, the collaboration invites audiences to reimagine social norms and champion inclusive, responsible choices.
