Heineken® 0.0 Hits the Big Screen with F1® THE MOVIE

Heineken® 0.0 has been announced as the official partner of F1® THE MOVIE, the upcoming global release starring Brad Pitt and Damson Idris.

Heineken® 0.0 is taking its sponsorship storytelling to the next level with its latest role—not just on the track, but on the silver screen.

The alcohol-free brew has been announced as an official partner of F1® THE MOVIE, an Apple Original Film directed and produced by Joseph Kosinski (Top Gun: Maverick), and starring none other than Brad Pitt and Damson Idris. The film, which hits theatres worldwide on June 25 via Warner Bros. Pictures, is shaping up to be one of the summer’s most talked-about releases—and Heineken® 0.0 is firmly in the driver’s seat regarding brand integration.

This isn’t just a logo slap. It’s a fully integrated campaign featuring a Kosinski-directed spot starring Pitt and Idris, designed to challenge outdated assumptions about alcohol and socializing.

In a key scene, Idris’ character, Joshua Pearce, is seen sipping a Heineken® 0.0—an act that leads viewers to assume he’ll be the one driving. The twist? Brad Pitt’s character, Sonny Hayes, steps behind the wheel. It’s a clever reversal that brings to life the brand’s “When Driving, Or Not” message while underscoring a broader cultural shift toward normalized moderation.

“At Heineken®, we believe culture has the power to shape behaviour,” said Nabil Nasser, Global Head of Heineken® Brand. “By becoming part of F1® THE MOVIE, we’re taking the conversation around moderation into a space that’s global, influential, and emotionally engaging. This partnership isn’t just about visibility – it’s about making alcohol-free choices feel natural, accepted and relevant in the moments that matter, especially in social settings. As leaders in the 0.0 category, we’re committed to redefine what it means to choose moderation today.”

The campaign delivers on multiple fronts: it’s star-powered, story-driven, and mission-aligned. Heineken® 0.0’s longstanding relationship with Formula 1™—dating back to 2016—gives this move an extra layer of authenticity. By embedding its message into the narrative of the film and the culture surrounding it, the brand shows that moderation isn’t about abstaining—it’s about redefining the moment.

As Damson Idris put it: “F1® is intense, it’s fast, it’s high-stakes, and it’s full of pressure. But that’s what makes it exciting. This short film 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 about deciding what works for you and owning it, whatever the moment.”

Director Joseph Kosinski echoed that sentiment, noting: “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. We wanted collaborators who understood the world we were building and the shift in how people connect with sport today. Their presence in the film feels authentic, and that was essential to me as a storyteller.”

In the weeks before the release, fans can expect a full-throttle push from Heineken® 0.0, with exclusive content and behind-the-scenes access delivered via their owned channels. Beyond movie marketing, this is a values-driven activation rooted in the brand’s sponsorship DNA.

This move builds on Heineken®’s elite tier of global partnerships—including the UEFA Champions League and the US Open—cementing its strategy to lead cultural conversations around responsible choices and inclusive consumption.