BBH brings Absolut and Uber together for car karaoke service to encourage safe journeys

Pernod Ricard's annual anti-drink driving campaign this year is an Absolut-branded surprise Uber karaoke ride home.

A film entitled "Enjoy your journey home this Christmas. Don’t drink and drive" captures joyful groups of friends and family being picked up and surprised by the ride. 

Fuelled by the trend of people having a sing-a-long on the way home, the vehicle takes this to the extreme with a karaoke machine, disco ball, Christmas lights and props.

Focusing on under 30-year olds, the short video will be seeded on social media, particularly Facebook and Instagram, throughout the festive period, is being supported by Uber to encourage safe journeys home this Christmas.

"We remain committed to changing behaviour and promoting the importance of responsible drinking. Our position is clear: if you have a drink, don’t drive," Toni Ingram, head of marketing at Pernod Ricard, commented. "We know under-30’s are at greatest risk of drink-driving and we know digital media is the best way of engaging them, so we’ve devised a fun social campaign they can relate to in order to divert away from drink-driving and instead highlight how much fun journeys home should be."

Absolut teamed up with Bartle Bogle Hegarty (BBH) for the campaign, which is a continuation of the agency’s work on the brand’s Create a Better Tomorrow, Tonight campaign and ground-breaking Equal Love film that launched earlier this year. Uber is also a client of the agency which helped bring the partnership together.

The creatives that worked on this campaign from BBH were George Brettell, AK Parker and Oliver Short, while the video was produced by Vaia Ikonomou.

"Everything we do for Absolut is about celebrating what they stand for, not against. Rather than talking about the dangers of drink driving, we wanted to remind people of the fun they can have on the way home instead," BBH executive creative director Anthony Austin, said.