We're all used to shock tactics in anti drink-driving ads. But this spot, from the U.K.'s THINK! road safety campaign, uses humor as well to make its point. And in doing so, it might just get your attention.
Research by THINK! has shown that 19% of men aged 18-34 would consider having two or more drinks before they get behind the wheel, despite drink driving being widely unacceptable. The campaign, which launches in time for the holiday party season, is aimed at encouraging these people not to have that extra, second drink.
Created by Abbott Mead Vickers BBDO, the first of two ads shows "Brendan," who is refusing to drive his wife home from the train station one night when it's pouring with rain. And we mean really pouring. But he's on his second glass of wine and (in a brief, horrible glimpse) we get a premonition of what could happen to the two of them if he drives. The spot finishes by reiterating that he's "in the doghouse...but alive."
In a second spot, "Malcolm" is at his office party, and is being pressurized by his regional manager to have a second drink. Again, we get a brief, shocking look at the consequences. Malcolm refuses, and is demoted to photocopying duties. But again, he's alive.
The spots were directed by Guy Shelmerdine of Smuggler, who manages to elicit some great performances from the actors so that we're entertained as well as sobered up.