Lewis Hamilton welcomed to Ferrari and Italy with non-alcoholic beer from Peroni

Peroni Nastro Azzurro 0.0% has launched a campaign that ties into Lewis Hamilton's F1 move from Mercedes to Ferrari by sending him a box of the non-alcoholic Italian beer.

Made by McCann London, the ad marks the second year of Peroni's partnership with the Scuderia Ferrari HP Formula One team.

It is the first part of a full-year campaign, The Italian Way, which will highlight the brand’s heritage and Italian culture, passion, and style. 

The launch of the campaign centres on a 50-second film, entitled The Welcome Present, featuring Scuderia Ferrari drivers Hamilton and Charles Leclerc.

The film shows a small van driving through the narrow streets of the Italian town, packed with boxes of Peroni Nastro Azzurro 0.0%. Then Leclerc receives an ETA message on his phone and starts “tracking” his delivery through binoculars, leaving Hamilton looking confused. 

After a quick delivery, the doorbell rings. Hamilton goes to check on it, finding exactly 44 cases of beer at the front door—a homage to his driver number. 

The film ends with Leclerc saying, “Welcome to Italy,” and the drivers enjoying a glass of the non-alcoholic beer.

The film was directed by Martin Werner. The production companies were Craft London and The Family. 

Nathalie Pfaff Seigle, chief growth officer at Asahi Europe and International said, "We are incredibly proud to launch ‘The Italian Way’ campaign, a true celebration of our brand identity and culture. Through the campaign, we intend to elevate every racing moment for fans, embodying the very passion and style so pivotal to both Peroni Nastro Azzurro 0.0% and Ferrari.”

As part of the campaign, the brand is also inviting the fans to be included in The Italian Way by sending fan-mail to the drivers. Authors of the 60 “most inspiring messages” will receive presents including Scuderia Ferrari HP merchandise and Peroni Nastro Azzurro 0.0% products. The winners will be announced during the Imola race weekend which takes place from May 16 to May 18. 

McCann Worldgroup, led by McCann London, was appointed as Peroni’s global creative agency of record in September 2024.