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The 50th anniversary of England's first drunk-driving PSA inspires a sobering celebration in this Department for Transport campaign.
Kool & the Gang's 1980 hit "Celebration" anchors the new spot spot from AMV BBDO. Usually, the iconic dance track suggests parties and good times. Here, however, it's sung karaoke-style by emergency responders at the scene of a car crash and by ambulance and hospital personnel as they struggle to save victims' lives. (The song's joyous "Come on!" exhortation becomes a doctor's impassioned plea for an injured driver to pull through.)
The final scenes, which I won't spoil, are immensely sad, their impact heightened by sudden silence as the music unexpectedly cuts out.
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