Change4Life, the Department of Health initiative, has unveiled its new ad by M&C Saatchi to reduce alcohol consumption.
The spot, animated by Aardman, encourages people to drink less and "stop the drink sneaking up on you". The campaign offers hints and tips on how drinkers can cut down their consumption, including having alcohol-free days, not drinking at home before you go out and using smaller glasses.
It was written by James Lowther and David Fleetwood, and art directed by Bill Gallacher and Gary Monaghan. Audio post-production was by The Jungle Group and post-production was by Framestore.