DMB&B kicks off the Christmas assault on drink-driving this week, with a
chilling TV commercial for the Department of Transport.
The film shows a young woman with deep facial scars sitting at a
dressing table looking in the mirror. As she removes her make-up she
tells the viewer that Nick, her boyfriend, still feels bad about the
accident, although she accepts she must also take some of the blame
because she got in the car with him - ‘not that he was drunk’.
She says: ‘Sometimes I think he’s only with me because he feels guilty.’
After a pause, she ponders: ‘Then again, I wonder if I’m only with him
because I’m scared I won’t get anyone else.’
The campaign’s strategy is to add to social condemnation of drink-
driving while targeting 17- to 24-year-old men - a group that suffers
the highest casualties through drink-driving. The ad, written by Steve
Boswell and art directed by Steve Drysdale, has the endline: ‘If you are
out for a drink, leave the car at home.’
A national poster campaign, using the image of the girl from the ad, has
the line: ‘Not everyone needs a reminder of drinking and driving.’
The radio execution, written by Steve Meredith and Ray Brennan,
juxtaposes the peace and serenity of the carol, Silent Night, with radio
news reports of real drink-drive accidents, the reportage becoming
louder and clearer throughout the two-minute ad. The ad will go on air
on Friday and Saturday evenings, to catch people as they prepare for a
All media is planned by the Media Centre, which also bought TV airtime.
Posters are bought by Concord and radio by Leo Burnett.
More than ten people die in drink-drive accidents every week. Barry
Cook, managing director of DMB&B, said: ‘Despite a reduction in deaths
and injuries, it is imperative that we keep up the pressure against
those who continue to drink and drive.’