Yeah, brah. Those voices really are telling you it’s not kosher to dope and drive.
It was only a matter of time after the state of Colorado legalized marijuana consumption that the Colorado Department of Transportation was going to do make an ad campaign about it. And they did with the series entitled “Drive High, Get a DUI.”
Sure, it is as light-hearted as watching a “Cheech and Chong” movie from the glorious 70s and 80s (find it online, kids), but it makes the point when the hippie lettuce kicks in, folk tend to space out. And that’s not so cool when you are in the middle lane of the highway.
Take a peek of the ads after the jump…
The three ads seen below, which air from Mar. 10 through the week of Apr. 14, according to the story in AdAge.
“[The ads] are necessary because of the new permissiveness around getting high,” according Emily Wilfong, communications manager-safety programs at the Colorado Department of Transportation. “We now have increased access to marijuana in our state, which means more people on the roads with it,” she said.
The “Drive High, Get a DUI” campaign costs approximately $500,000, with $340,000 of that spent on buying media, according to Ms. Wilfong. That’s more than the $325,000 Colorado typically spends on paid media for DUI ads, which mainly highlight drinking and driving. My guess is the overage on the money will help with the actors’ munchies attacks during taping.
Based on an interview with Denver’s ABC-7, Colorado Gov. John Hickenlooper calls this a top priority, and wants at least 300 officers to be trained with this certification by next year.
During 56 hours of training, officers are taught a 12-step process for recognizing the symptoms of drivers who may be impaired by a variety of drugs or alcohol. With marijuana, the officers are taught to look for enlarged pupils, sniff for the drug’s odor and look for small tremors in the driver’s body.
Ah, nothing better to call off the hounds of justice than a brisk second-hand high. And a big bag of pork rinds. So, now without further adieu, here are those ads: