DMB&B takes hard line in drink-drive ads

By EMMA HALL, campaignlive.co.uk, Friday, 19 December 1997 12:00AM

DMB&B has created an alternative anti-drink-drive ad to run alongside its official Department of Transport Christmas campaign.

DMB&B has created an alternative anti-drink-drive ad to run

alongside its official Department of Transport Christmas campaign.



The chilling 40-second film breaks in London cinemas this weekend. It

opens with an array of surgical implements seen in X-ray before cutting

to show a driver’s view of the road at night.



Viewers then see the scene of an accident. An ambulanceman waves traffic

past as his colleagues deal with the aftermath of a collision. The face

of a weeping woman is intercut with shots of X-rayed limbs which have

had metal pins inserted and a surgeon cutting into young flesh.



Maimed and disabled victims of accidents are shown in a stark light.



A man’s T-shirt is taken off to reveal a stump instead of an arm, set

alongside a row of prosthetic limbs. Viewers are shown an industrial

tool cutting open a car and a young man being winched into a bath as his

useless legs slide into the tub.



The film ends with a jovial pub landlord asking, ’What will it be then?’

before the words ’You’ve got more to lose than your licence’ come up

accompanied by the 1997 campaign endline: ’Have none for the road’.



Steve Boswell and Steve Drysdale, the creative group heads responsible

for the anti-drink-drive account at DMB&B, devised the ad, which was

directed free of charge by Nick Wood at Brian Byfield Films. Free media

through Pearl & Dean was negotiated by MediaVest after the Department of

Transport gave the go-ahead.



Boswell explained: ’We wrote the script a year ago when the brief was

very much aimed at and about young men. This year’s campaign aims to

address a wider audience, but Nick Wood was mad keen to make the

commercial anyway and we felt it was important to see the project

through.’



This article was first published on campaignlive.co.uk

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