Ad Council: Cracking down on buzzed driving

Posted by Mullen on 05/28/09

Ad Council: Buzzed Driving is Drunk Driving - 1 of 2

Ad Council: Drunk Driving is Buzzed Driving - Headwound

Challenge: Communicate the dangers of buzzed driving to young people

Solution: Use comedy and the element of surprise in an unexpected way

In the latest installment of Mullen’s Buzzed Driving Is Drunk Driving campaign, we show what happens when the party’s over. These ads are for anyone who’s ever said “I’m not drunk…just a little buzzed” before jumping behind the wheel. Playing on the sort of chaotic hospital scene you’d see in a medical drama, we added a comic twist. Comedy is critical in connecting with the the hard-to-reach young-male target, but it resonates with everyone. You’re laughing, and suddenly you realize the message is pretty serious after all. Gotcha.