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Heineken is promoting its new global Formula One partnership with ads starring former racing drivers Sir Jackie Stewart and David Coulthard.

The first spot fits into the beer brand's campaign to encourage responsible drinking and shows Stewart continually refusing to drink Heineken throughout his career because he is driving. It will be shown on outdoor screens at the Grand Prix track in Monza, near Milan, and supported by digital activations, live fan experiences, PR initiatives and packaging/point-of-sale activations.

A second ad with Coulthard, airing in mid-September, will depict F1 as a glamorous 72-hour event taking place in some of the world’s best cities.