COG NYC Launches Timely Buzzed Driving Prevention PSA for the Ad Council and NHTSA

By Erik Oster 

COG NYC launched a buzzed driving prevention PSA in time for the holidays for the Ad Council and the U.S. Department of Transportation’s National Highway Traffic Safety Administration (NHTSA).

The spot opens on a man in the process of closing out his tab, when somebody makes an unexpected introduction: Warning Sign. Wearing a shirt bearing her name, the walking personification starts to grill him on his plans to drive home. You see, he’s “probably sober” but still plans on taking the back roads home, just in case. That would be what you call a warning sign and an intense staredown ensues.

The spot concludes with the tagline “Probably okay is not okay,” followed by the message “Buzz driving is drunk driving.” It’s a timely effort with the impending winter holidays, when social drinking is the norm and buzzed driving an increased risk. The spot will roll out in broadcast on December 26 and run through the 31st, with a focus on the ten states that could benefit most from the message, based on their high rates of alcohol-impaired driving fatalities: Texas, California, Florida, North Carolina, Georgia, Pennsylvania, Ohio, New York, Illinois, and South Carolina. The campaign is part of the Television Bureau of Advertising’s 13th annual “Project Roadblock” initiative, in which local broadcast stations donate airtime for drunk driving awareness PSA efforts over a six day period during the holiday season. 

CLIENT: Ad Council and NHTSA

Creative Director: Wayne Best
Copywriter: Michelle Roufa
Sr. Producer: Allyson Doody
Account: Andrea Demirjian
Strategy: Michael Doody

Production Co: Tool
Director: JJ Adler
Director of Photography (DOP): Pablo Berron
Executive Producer: Brad Johns
Line Producer: Greg Jones

Editorial: Cosmo Street
Editor: Craig Deardorff
Assistant Editor: Jon Allen
Producer: Vietan Nguyen
Executive Producer: Maura Woodward


Post/VFX – SwitchFX
Executive Producer – Diana Dayrit
Flame Artist – Jon Magel
Producer – Cara Flynn

Color Correct – The Mill
Colorists – Fergus McCall, Josh Bohoskey
Producer – Natalie Westerfield

Audio Mix: Sound Lounge
Audio Mixer: Glen Landrum