![]() ![]() While Think!’s previous road safety campaigns have focused on the dire consequences of drink-driving, this message has become less impactful over recent years because of a prevailing "it won’t happen to me attitude", Y&R’s chief strategy officer Emily James said. ![]() The scene mimics Patrick Swayze and Demi Moore’s pottery scene in Ghost as the concerned friend sings the lyrics to Unchained Melody into his mate’s ear before taking his drink away from him. It targets young men aged 17-24 with the tagline, "A mate doesn’t let a mate drink drive," and depicts a man intervening to stop his friend drink-driving by grabbing him from behind and clasping his pint of lager in both hands. ![]() The ad is the debut work from Y&R London, which was appointed to run the Department for Transport brief last year, replacing long-time incumbent Abbott Mead Vickers BBDO. ![]()
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June 2023
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