Shock, horror! An anti drink drive ad without any shock, horror!

I came across this ad from New Zealand this morning. It’s aimed at teens and early twenties males in an attempt to reduce drink driving. But it doesn’t go the way of so many other spots in this category that aim to scare and shock with scenes of violent accidents and friends with bloodied faces.

It uses something much more powerful to convince this demographic: humour. The hero of the ad imagines having to spend dull afternoons with his potentially dead mate’s family and being haunted by him offering him ghost chips from a bag he cannot touch. And the strapline, ‘Stop a mate from driving drunk, bloody legend’ is, indeed, bloody legend. I love it all, from the downbeat performances of the actors, to the brilliant script, direction, soundtrack and editing.

pbd_mike

Mike Fleming

Mike is a multi-award winning copywriter and brand strategist. He has over 20 years’ experience writing TV commercials and online films, press advertising, corporate branding and website content. In 2010 he was voted the UK’s most recommended copywriter in an industry client and peer poll and this year was listed in the world’s Top 100 SEO copywriters by Forbes.com contributor, Robert Kim.