Scuderia Ferrari F1 driver Kimi Räikkönen is representing Hartwall Original® Long Drink in Japan as the alcoholic beverage, made from a mix of gin and grapefruit juice, launches in the Asian market. The ad campaign kicked off earlier this month with a one-minute spot titled “Live Original”, and now, it continues with “Leave Me Alone”, which reprises one of the most memorable catchphrases in motorsport.
The catchphrase was born when, at the 2012 F1 Grand Prix at Abu Dhabi, Räikkönen was told by the team principal via radio to pit. Räikkönen responded tersely: “Just leave me alone. I know what I am doing.” He went on to win the 55-lap race for Lotus.
In the new ad above, Kimi Räikkönen’s well-known phrase has been transformed into: “Just leave me alone. I know what I’m drinking.”
Kimi Räikkönen and Hartwall Original Long Drink “share the same eagerness and determination when it comes to choosing one’s own path,” says Product Manager Eeva Ignatius, who calls the endorsement deal “a perfect brand-match.”
According to Hartwall, the Scuderia Ferrari F1 driver proposed the partnership himself, and Hartwall Original Long Drink is his favorite beverage. “I really enjoyed the film shootings and the punchline felt like my own,” he says.