We’re all well versed in the consequences of impaired driving: at worst, killing or injuring ourselves or others; at best, being fined, jailed or having our licences or vehicles seized.

But where’s the reward for not driving drunk? For taking a cab, or surrendering one’s car keys?

In its latest TV ads, the Nova Scotia Liquor Corporation honours responsible behaviour.

The spots feature real patrons being feted with fireworks, confetti, dancing girls and a marching band after leaving a popular Halifax bar by taxi. Surprised participants were invited on a stage to be applauded before a giant LED screen that read “A great big thank you for not drinking and driving.”

It’s an upbeat approach to the usually more sombre and graphic anti-drunk driving public service announcements.

“The holiday season has a huge amount of television messages directed at people and trying to getting through all that in a meaningful and noticeable way is really tough and in our research we found that the standard sort of crash car stuff actually doesn’t resonate with people,” said Rick Perkins, the liquor corporation’s VP, Business Development, Communications and IT.

“So we go a little out of the box and use humour and other creative things.”

This is the latest in a series of irreverent ads creative by the liquor corporation’s longtime advertising firm Revolve.

Previous installments showcased tongue-in-cheek alternative ways to get home (piggyback, wheelbarrow, donkey) or depicted the grim reaper “killing time” (singing in choirs, playing hockey) because of downtime wrought by responsible drivers.

“It comes from a more intuitive-based and professional understanding that in order to inform people you have to engage them,” said Nelson Angel, the agency’s president and senior brand strategist.

The company had wranglers steer people leaving Durty Nelly’s Irish pub toward real cabbies set up with hidden cameras.

“They kept their attention and said ‘I just have to make a quick detour, somebody left their gloves’ or some little explanation,” Angel explained. “We just went down a block or two where we had seconded a parking lot near the water which enabled us to set up for this reveal of this mosaic of fun and celebration.”

Afterward, Charlottetown resident Judy Macdonald didn’t need much convincing to sign the waiver. Just two years ago, the 56-year-old lab technician’s only son was fatally struck in a Florida crosswalk.

“It’s a wonderful message; if it saves one child’s life then it’s worth it,” she said of her participation in the commercial.

Source: The Star

Related story: Nova Scotia tries new approach with anti-drunk-driving ads


Last updated on: 2012-12-24 | Link to this post