These Wrecked Toy Cars Found in Cereal Boxes Send a Sobering Drunk-Driving Message

Targeting college kids

Headshot of Tim Nudd

It's always so much fun to get a little toy inside your cereal box! Until that toy is a mangled vehicle reminding you of the dangers of drunk driving.

Canadian agency Rethink pulled off a clever stunt for advocacy group Arrive Alive on Ontario college campuses. It handed out free samples of Arrowhead Mills cereal to students with an unpleasant surprise inside—little wrecked cars, seemingly from accident scenes.

The stunt was timed to breakfast because of one key piece of data: In fact, it can take up to 12 hours after your last drink to reach zero blood alcohol level. In other words, just because you slept, doesn't mean you're sober.

It's a pretty simple message that doesn't take a decoder ring to figure out. There's also something nice about targeting college students with a child's toy—with the implicit suggestion that they're still kids in many ways, and probably not as responsible as they think.

Check out more images from the campaign below.

@nudd Tim Nudd is a former creative editor of Adweek.