AMV unveils graphic anti-drink-drive Xmas campaign

The Government is airing up to 15 commercials - each a graphic reconstruction of a fatal road accident - in a pounds 2 million pre-Christmas blitz on drinking and driving.

The Government is airing up to 15 commercials - each a graphic

reconstruction of a fatal road accident - in a pounds 2 million

pre-Christmas blitz on drinking and driving.



Abandoning their usual tactic of a single high-impact film to underline

their message, transport ministers will deluge viewers with different

executions in an ’ambush and swarm’ strategy.



Police, members of the emergency services and accident investigators

play themselves in the commercials, all of which are based on actual

accidents.



They replicate police videos accompanied by harrowing radio messages

from officers reporting that they have discovered bodies smelling of

drink.



Each 30-second film from Abbott Mead Vickers BBDO ends with the

long-established ’Don’t drink and drive’ line, which amends itself to

’Don’t drink and die’.



Although no bodies are recognisable in the films, the Broadcast

Advertising Clearance Centre has ruled that none can be screened before

6pm and that some may have to be held until after the 9pm watershed.

They were written by Nick Worthington, art directed by Paul Brazier and

directed by Rupert Sanders for Outsider.



Unusually, the TV campaign is being extended into Loaded and FHM, in an

effort to cut drink-driving among 17- to 24-year-old men - the most

common offenders.



The writer, Tom Carty, and his art director, Walter Campbell, produced

the press ad - headed ’Some words of advice from a pisshead’ - in which

a ’lad’ suggests that mates out on the pull should nominate a driver to

go without a ’bevvy’.



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