Budweiser ad encourages drinkers to designate a driver

Budweiser is rolling out an ad campaign to promote responsible drinking during the World Cup, encouraging groups to "designate a driver".

The 30-second TV clip, by DDB Chicago, shows a man shouting at his friend from a noisy bar offering him a drink.

The friend declines, attempting to convey that he is the designated driver, but when the man at the bar cannot hear, he begins to use hand gestures, which other revellers on the dance floor begin to copy.

James Watson, marketing director at Budweiser Western Europe, said: "Our new ‘Designate a driver' campaign is intended to bring our responsible drinking message to life during this time of excitement and celebration. Backed by significant resources, we'll take our message to millions of consumers over the coming weeks."

The campaign, which will be screened on ITV, Channel 4, Five and Sky channels, as well as video-on-demand platforms, will run through to 11 July.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).