Johnnie Walker smashes glass car for responsible drinking ad

A car made out of Johnnie Walker glasses is smashed to bits as part of the Diageo-owned brand’s anti-drink driving campaign timed to coincide with the festive period.

Johnnie Walker: running responsible drinking campaign
Johnnie Walker: running responsible drinking campaign

Inspired by the fragility of glass, the 90-second CGI film shows a Vodafone McLaren Mercedes F1 car being formed entirely out of Johnnie Walker whisky glasses.

A voiceover describes how a split second decision can be the difference between finishing "first, last or not at all", at which point the car appears to crash and shatters into pieces.

The campaign aims to gather an additional 1m pledges to 'Join The Pact' to never drink and drive, with each virtual glass engraved with the hashtag #ImNOTdriving, which consumers are being asked to use to show their commitment to the cause.

Company: Diageo

Brand: Johnnie Walker

Client: Ewan Topping, global marketing manager, Johnnie Walker Sponsorship and Carolyn Panzer, director of corporate social responsibility, Diageo

Agency: Iris Worldwide, Singapore

Become a member of Campaign from just £77 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content