DMB&B takes hard line in drink-drive ads

DMB&B has created an alternative anti-drink-drive ad to run alongside its official Department of Transport Christmas campaign.

DMB&B has created an alternative anti-drink-drive ad to run

alongside its official Department of Transport Christmas campaign.



The chilling 40-second film breaks in London cinemas this weekend. It

opens with an array of surgical implements seen in X-ray before cutting

to show a driver’s view of the road at night.



Viewers then see the scene of an accident. An ambulanceman waves traffic

past as his colleagues deal with the aftermath of a collision. The face

of a weeping woman is intercut with shots of X-rayed limbs which have

had metal pins inserted and a surgeon cutting into young flesh.



Maimed and disabled victims of accidents are shown in a stark light.



A man’s T-shirt is taken off to reveal a stump instead of an arm, set

alongside a row of prosthetic limbs. Viewers are shown an industrial

tool cutting open a car and a young man being winched into a bath as his

useless legs slide into the tub.



The film ends with a jovial pub landlord asking, ’What will it be then?’

before the words ’You’ve got more to lose than your licence’ come up

accompanied by the 1997 campaign endline: ’Have none for the road’.



Steve Boswell and Steve Drysdale, the creative group heads responsible

for the anti-drink-drive account at DMB&B, devised the ad, which was

directed free of charge by Nick Wood at Brian Byfield Films. Free media

through Pearl & Dean was negotiated by MediaVest after the Department of

Transport gave the go-ahead.



Boswell explained: ’We wrote the script a year ago when the brief was

very much aimed at and about young men. This year’s campaign aims to

address a wider audience, but Nick Wood was mad keen to make the

commercial anyway and we felt it was important to see the project

through.’