It was 1991 and the then two-time Formula 1 world champion Ayrton Senna had never won in Brazil. And he fought bravely, until the end of the race, against a gearbox in his car stuck in sixth gear in the final laps, and toasted all Brazilians with the champion’s cup in that year’s Brazilian GP.
And now, 33 years after this feat, Heineken invites Brazilians to toast this international idol who, today and always, unites and moves the country. Created by LePub São Paulo, the 360° campaign highlights how Senna and Heineken continue to unite Brazilians with over the years, represented by an iconic gesture that unites both: the toast.
This tribute from Heineken – global sponsor of Formula 1 – begins with a film directed by award-winning film director and Oscar winner, Armando Bo, which premiered today (October 17) during the prime time slot on TV Globo, Record, Band and SBT, and simultaneously in cinemas and on digital media.
The advertising piece “The Toast” begins with the Brazilian’s first victory at Interlagos, in 1991 — full stands, applauding the champion and the classic moment of the idol lifting his trophy with just one hand. Then, a group of friends raise a bottle of Heineken to toast the pilot.
Different families and groups of friends at home are portrayed, watching a VHS of the iconic award ceremony in Interlagos. These characters, portrayed in the campaign, also raise a Heineken to toast the idol on TV. The film flashes back to 1994, when the toast changes from a victory celebration to a tribute to a legend.
In 2000, a woman dressed in Senna’s unforgettable red jumpsuit and a group of people celebrated with a Heineken in hand during a costume party.
In 2013, Senna lifts his trophy in a video game inspired by Formula 1 and which is viewed on a flat screen TV; at the same time, a group of friends, living together, raise their Heineken bottles towards the TV, toasting the athlete.
In 2021, the streamer Gaules salutes the driver, reacting to a broadcast of the moment when Senna lifted his trophy in 1991. The film ends with an emblematic scene of Alain Prost, Senna’s team partner at McLaren and the Brazilian’s biggest rival on the dance floor, toasting the idol and his timeless legacy.
The entire film is accompanied by the emotional track “Lean On Me”, by Bill Withers, which translates Brazilians’ love for Senna to this day. Click here to see the film.
The connection between Ayrton Senna and Heineken is not new. In 2019, the brand produced the film “Obrigado”, created by the Publicis Brasil agency, as part of the #ObrigadoSenna campaign, a hashtag that returns for this year’s campaign. On that occasion, the film portrayed several moments in the country’s recent history in which the Brazilian flag is present. Therefore, in addition to the film, broadcast on TV and online, Heineken also prepared, in partnership with the Senna family, events that were held in São Paulo in November. The first collaborative action took place in May of the same year, during Senna Day.
“For us, it is an honor to praise Ayrton Senna, one of the greatest idols of all time. Senna is a symbol of determination and overcoming, and Heineken is proud to be able to celebrate his history, bringing people together to celebrate the unforgettable moments we lived with him. This is a tribute to his legacy, his life and his superpower of bringing people together”, comments Beatrice Jordão, director of communications and branding at Heineken in Brazil.
“In all communication, we bring up this point of intersection between Heineken and Senna, which is the ability of both to bring people together in a simple gesture that says a lot: the toast. We were also careful when choosing Armando Bo, a great award-winning filmmaker to direct the film, without counting on the participation of Prost, Senna’s main rival who also paid tribute in this campaign”, says Felipe Cury, CCO and partner at LePub São Paulo, the agency responsible for the entire creation of the campaign.
“Ayrton has always had an unifying profile, wanting to be close to people and the fact that he united generations in front of the TV, united fans to follow the races and unites the world to celebrate his legacy. The Heineken campaign translates this feeling into a tribute full of meaning and that gains even more emotion when remembering an iconic Senna victory: Interlagos, in 1991”, comments Ana Simões, executive director of marketing at Senna Brands, the company responsible for perpetuate the legacy of Ayrton Senna.
In addition to the films in 60″ and 30″ versions that will be shown on TV, cinema and digital media, the action will also feature OOH media, activations with Heineken fans and digital influencers.
