A new anti-drink driving campaign from New Zealand succeeds by not patronising its main audience and recognising how young people can find it difficult to tell friends not to drive drunk…
The impact of saying nothing is played out in the ad tongue-in-cheek style as a young man comes to terms will all the things that will happen to him should his friend be killed in an accident. Not the schmaltzy route this – instead, the man winces at the fact that he will probably have to live with his friend’s family and that his friend’s ghost will no doubt be on his case.
The spot, directed by Steve Ayson via The Sweet Shop in Auckland, is delivered brilliantly and, unusually for a drink driving campaign, with plenty of humour. But the campaign comes out of some fairly blunt statistics that the NZTA has for drink driving in New Zealand – and is the reason that the cast largely features Maori actors.
According to them, “over 40% of all drink-driving crashes involve drunk drivers under the age of 24 years. In all fatal or serious injury-related crashes in 2008-2010, 82% of the drinking drivers in those crashes are male. 34% of all drinking drivers in those crashes, and 38% of the young drivers, are Maori. One in five (19%) of all drinking drivers in crashes are aged 15-19, another 24% are 20-24.”
Executive creative director: Phillip Andrew
Copywriter/art director: Bridgid Alkema
Copywriter: Mitch Alison
Agency producer: Martin Gray
Assistant producer: Georgina Otto.
Producer: Larisa Tiffin
Director of photography: Crighton Bone
Editor: Peter Scribberas at The Butchery, Melbourne
Post-production: Toybox, Auckland
CR in Print
Not getting Creative Review in print too? You’re missing out.
In print, Creative Review carries far richer, more in-depth articles than we run here on the blog. This month, for example, we have nine pages on Saul Bass, plus pieces on advertising art buyers, Haddon Sundblom, the illustrator who ensured that Coke will forever be linked with Santa Claus, Postmodernism, Brighton’s new football ground and much more. Plus, it’s our Photography Annual, which means an additional 85 pages of great images, making our November issue almost 200-pages long, the biggest issue of CR for over 5 years.
If you would like to buy this issue and are based in the UK, you can search for your nearest stockist here. Based outside the UK? Simply call +44(0)207 292 3703 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.