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Scare Tactics

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For the more inhibited among us, a stiff drink or two may be a necessary precursor to leaving the house in full costume to celebrate Halloween.
St. Louis brewery Anheuser-Busch is also using the occasion to remind revelers to leave the driving to someone whose Halloween act does not include inebriation.
Igor, Frankenstein's dim-witted assistant, stars in a print ad (shown here) that breaks this week in USA Today and local newspapers. Kupper Parker Communications in St. Louis created the piece, which shows the deformed medical assistant holding a jar containing a brain soaking in fluid.
"Anyone with half a brain knows you should designate a driver for the Halloween party," the copy reads.
The brewer uses each "adult holiday" to send a responsible driving message, said Francine Katz, A-B's vice president of consumer awareness and education. "People respond more favorably to messages that don't scold them, but approach [the topic] in a humorous, lighthearted way," said Katz, who will dress as Scarlett O'Hara for Halloween.
--Trevor Jensen