NEWS: DMB&B unwraps new drink-drive campaign

D’Arcy Masius Benton and Bowles launched its Christmas drink-drive offensive this week, with a disturbing ad that takes a fresh look at the consequences of offending.

D’Arcy Masius Benton and Bowles launched its Christmas drink-drive

offensive this week, with a disturbing ad that takes a fresh look at the

consequences of offending.



The film shows a middle-aged woman preparing food in the kitchen, backed

by a soundtrack of a boisterous group of young men urging their friend:

‘Come on Dave, just one more.’



The conversation sounds as if it comes from a party taking place in the

next room, but as the woman takes the food through, it becomes clear

that the room is empty except for her paralysed son and that she has

been making him a pureed meal.



The mother patiently feeds the pitiful figure, who is barely able to

swallow the food. In a poignant echo of his mates’ words, the mother

urges her son: ‘Come on Dave, just one more,’ as she tries to get him to

digest another spoonful.



This year’s pounds 1.2 million campaign was completed before the

Department of Transport held the pitch for its pounds 5 million account.

The business was split between DMB&B, the incumbent on the whole

account, which retained the drink-drive work, and Abbott Mead Vickers

BBDO, which won the speed reduction work (Campaign, last week).



The new ad highlights the effect of Dave’s acceptance of that extra

drink, both to himself and his mother. In recent years, DMB&B has used

several different messages, including ‘Even great blokes can kill’ and

‘Drinking and driving wrecks Christmas’.



Katie Bury, the account director at DMB&B, said: ‘We are always looking

to come at the problem from another angle. This ad addresses the fear of

being crippled, the problem of peer pressure, and works on mothers too.’



This year’s campaign is geared towards 18- to 35-year-old men, who make

up 90 per cent of the offenders.



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