Responsibility in pole position

• Responsible drinking is the focus of the ad.
• Responsible drinking is the focus of the ad.

THE dangers of drinking and driving are being highlighted through a new ad for Johnnie Walker.

The brand’s ‘I’m Not Driving’ campaign includes a new TV ad featuring a CGI model of a McLaren Mercedes Formula 1 car made entirely from Johnnie Walker whisky glasses and starring former Formula 1 world champion, and Johnnie Walker ‘global responsible drinking ambassador’, Mika Hakkinen.
The glasses in the ad are engraved with the hashtag “#ImNOTdriving”, the tagline of the whisky brand’s wider ‘join the pact’ initiative, which encourages consumers to sign a pledge to never drink and drive.
Carolyn Panzer, director of corporate social responsibility for parent company Diageo, said the partnership with McLaren Mercedes is a “powerful platform” for discussing responsible drinking.