Can You Make a Four After Downing Several Tequillas?

Last week I encountered quite a great Anti-Drink-And-Drive campaign. It’s one of these “woha, that got under my skin” campaigns that really make you think. I just wish that more people are affected like I was, so I decided to put it up on my blog.

First I went “Huh? I don’t get it?” but then I read an explanation in order to fully understand. Let’s see if you get it without knowing anything at all. Voilà,…

So what do you see? What kind of audience does this ad aim at?

Well, you see a (obviously) dead person (the name tag bound around the toe, yes, quite evident). The person lying there has his/her feet in an awkward position. Doesn’t it look like a four, as in the number four? Then, there is the slogan “Drink And Drive Also Kills Those Who Didn’t Drink.” That gives away the second question, doesn’t it?

Here’s the clue: Police ociffer (that is the drunk way of misarticulating officer) in Brazil ask drivers who are suspected to be drunk to make a four with their feet. This can be quite a challenging balancing act in case you are drunk, so everybody got that, right?

The main statement of this campaign is that drunk driving does not only kill the person who had drinks that night, but also the people who didn’t drink. Ergo, people who died in an accident owing to a drunk driver, can make a four with their feet and prove their “sober” innocence. Quite nifty and sad.

Go think about it the next time you tell yourself “Oh, I can still make it home!” and are about to start the engine.

These ads are designed by NewAd. I found the pictures on flickr.com.

What do you think, do you “like” the ad? Does it go under your skin?