Schumacher stars in Bacardi responsible drinking ads

LONDON - Agency 23red has created a responsible drinking campaign for Bacardi, featuring Michael Schumacher.

Michael Schumacher...Bacardi ad star
Michael Schumacher...Bacardi ad star
The seven-time Formula One champion has been appointed as the drink company's social responsibility ambassador.

The new campaign will run on TV and posters, aiming to discourage drink -driving.

The print campaign features different messages from Schumacher, including: "A word of advice if you are going out tonight. Taxi."

The TV campaign features 15 and 20 second spots, and will also show in cinemas and online.

Credits:

Title/Project: Corporate Social Responsibility Campaign - featuring Michael Schumacher
Creative Agency: 23red
Agency contact: Rob Bartlett / Adam Wylie
Client: Bacardi
Brief: Promote Bacardi whilst encouraging responsible drinking for drivers.
Client name: Chris Searle / Pascal Maiziere
Client job title: External Affairs Director / Marketing Director
Copywriter: Steve Chetham
Art director: Sean Kinmont
Planner: Carol Pinder
Media agency: Universal McCann
Media planner: n/a
Photographer: Michel Comte
Retouching: In-house
Production company: Knucklehead
Exposure: TV, press and poster advertising, as well as PR across