Merkley+Partners teamed up with the Ad Council to launch a holiday drunk driving PSA campaign focusing on the potential fines viewers could face if they’re caught driving buzzed this holiday season.
In the spot “Neon Signs,” released in a variety of lengths, the agency takes a rather straightforward and to the point approach. The ad (shown in its 30-second version above) shows a series of neon signs in bars alluding to the consequences of drunk driving. These range from”Lose Your $avings” to “Move In With Mom,” to “Lose Your Girlfriend” and “Sell Your Car.” The last two signs make the message clear, “Get caught buzzed driving” and “You could kiss $10,000 goodbye,” followed by the tagline “Buzzed driving is drunk driving.” That’s an important clarification for a lot of people, and a timely message leading up to the time of year (December 26-31) which the National Highway Traffic Safety Administration (NHTSA) has one of the highest rates of drunk driving fatalities. The ads will air on local broadcast stations and the campaign will be supported by social media and OOH initiatives.
“Fatalities related to drunk driving are horrific, and 100 percent preventable. The spike in driving while buzzed around the holiday season is especially alarming, and the Ad Council is proud to team up with these dedicated partners to prevent this issue,” said Lisa Sherman, president and CEO of the Ad Council, in a press release.
Executive Creative Director: Andy Hirsch
Creative Directors: Harold Karp and Simon Chandler
Art Directors: Chris Cino and Katie Willmann
Copywriters: Blake Solomon and Amy Lieberthal