Saatchi & Saatchi Canada is behind a hard-hitting drink driving campaign on behalf of Mothers Against Drunk Driving. In the TV ad "prisoner", the viewer is taken on a short journey from the comfort and security offered by a family snapshot to the hideous reality of what life in jail can mean for vulnerable young man. The ad, which is shot from the point of viewpoint of the inmate, uses edgy photography coupled with the harsh lighting of the prison interior to convey the stark and often disturbing reality of a life behind bars. In a second TV ad, a young wheelchair-bound man is shown watching his former girlfriend, who is now with his best friend. Research has shown that young men are traditionally the hardest to reach with safe driving messages, and the campaign tackles that problem head on.