The summer 1996 drink-drive offensive gets underway this week with a
two-stranded poster and radio campaign by DMB&B.
A boldly humorous approach has been adopted for the radio strand of the
campaign, which targets 17- to 25-year-olds. Three commercials will be
run in rotation on Friday and Saturday nights, at the time when young
people are getting ready to go out.
The ads feature funny stories told by transport workers about drunk
people they have ferried home late at night. For example, a taxi driver
talks about a man trying to give him directions by talking through the
heater grill which he mistakes for the intercom.
In another ad, a group of friends, one of whom is wearing a dog mask,
are buying tickets for their journey home from the pub. His mates are
patting him and insisting that dogs don’t need tickets. The inspector
responds by saying that dogs have to travel in the guard’s van, at which
point the young man promptly finds the money for his fare.
All the commercials end with the line: ‘If you’re going out for a drink
tonight, do one sensible thing. Leave the car at home.’
Barry Cook, managing director of DMB&B, said: ‘The radio is a new angle
that is positive and non-threatening. It acknowledges that most people
think drinking and driving is wrong - it is just that sometimes events
overtake them. Leaving the car at home removes all temptation.’
A 48-sheet poster push, targeting all drivers, uses the powerful imagery
of the Department of Transport’s Christmas campaign, ‘Dave’, which show
harrowing pictures of the young man being fed by his mother. Headlines
such as ‘how would you like to do nothing for the rest of your life?’
force home the consequences of drink-driving.
All poster and radio executions were written by Steve Boswell and art
directed by Steve Drysdale, the same team responsible for the ‘Dave’
Christmas commercial. Radio buying is through Leo Burnett, poster buying
is by Concord.
The pounds 1 million spend excludes TV, and is instead designed to reach
a young audience as they head out.