Hot rubber for Johnnie Walker
Johnnie Walker has just released a YouTube clip featuring Mika Häkkinen and Jenson Button as part of its JOIN THE PACT campaign.
The brand’s involvement with F1 is being used as an international platform to spread the “never drink and drive” message which is the basis for the JOIN THE PACT campaign.
The clip, which is just shy of three minutes long, shows Button and Häkkinen “writing” their initials in the tarmac with tyre marks on the asphalt.
Jenson Button, the 2009 F1 World Champion, said; “I’ve never tried to write my name in tyre marks before so it was an interesting challenge! To do this properly you needed to be in complete control of the car at all times and it wasn’t easy. Drinking responsibly is a very important issue and I’m excited to be involved with Johnnie Walker in trying to convey this message to people in such an innovative way.”
Johnnie Walker responsible drinking ambassador, Mika Häkkinen, added: “I’ve been working with Johnnie Walker on the JOIN THE PACT campaign for a few years and it’s great to see how they continually come up with new, exciting and different ways to get this message out to people. Making the film was a great challenge and Jenson and I had a lot of fun trying to do this but it is not easy and requires ultimate control of the car. We all need to remember that you’re not in control if you drink and drive.”
Ewan Topping, Johnnie Walker global marketing manager, continued: “Raising awareness of such an important topic as responsible drinking has always been a central part of our activation in F1, especially over the festive period. Johnnie Walker is excited about using the Signature film to highlight this important subject to our consumers.
The JOIN THE PACT campaign was launched in 2008 and has so far amassed 750,000 signatures from across the world. The campaign is part of a bigger drive for responsible drinking called ‘Step inside the Track’ which follows Button and Lewis Hamilton over the course of a season.
An interactive tool, allowing consumers to ‘sign up’ with initials burnt into the asphalt, will launch in the New Year.
