Global premiere of 2014 Budweiser responsible drinking mini movie
Print Edition
THE 2014 Responsible Drinking Campaign officially kicked off at Shanghai Oriental Pearl TV Tower on December 7. The Shanghai Traffic Police Bureau, the Beer Branch of the China Alcoholic Drinks Association, the Institute of Shanghai Traffic Engineering, AB InBev and Budweiser jointly participated in the event. They witnessed the global premiere of Budweiser’s 2014 Responsible Drinking mini-movie, “True Love Needs a Designated Driver — How Much Love Can Start Again.”
On site, Yao Ming, the “tallest” dad, joined hands with Lu Yi, the “most handsome” dad. They advocated responsible drinking and road safety by forming a refreshing “Gao Shuai Fu” club. Yao and Lu presented various bad driving habits that make roads more dangerous. However, the climax of the event was the appearance of their wives, Ye Li and Bao Lei. Their warm and sweet performances showcased the “True Love Needs a Designated Driver” theme.
Michel Doukeris, APAC Zone President of AB InBev, said at the premiere: “For the past 7 years, AB InBev has been advocating responsible drinking campaigns. We have worked diligently to reach out to everyone in society, spreading awareness of drunk driving and road safety. More importantly, we have changed people’s behavior. This year, we are extremely happy to have both Yao Ming and Lu Yi head the all-star cast and reprise their roles together with their families. And with the support from all the partners and the joint-promoters we gathered for this coalition, I believe we will spark action that leads to more responsible drinking in China.”
AB InBev China also provided server training, reaching more than 620,000 people this year, on responsible drinking and made great contributions to realize its three-year global goal. In November, AB InBev, together with nine other leading global companies, created Together for Safer Roads — an innovative cross-sector coalition for encouraging cooperation and improving road safety.
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