New-angle drink-driving ads win bouquet
AT THE end of the year, many South Africans would have given thanks and pondered their lives by surfing a tsunami of booze. The results would have been plain to see – in hospitals, mortuaries and the divorce courts.
Ahead of the festivities, a beverage industry initiative, the Association for Responsible Alcohol Use (ARA), launched a marketing campaign aimed at promoting responsible drinking.
And, although the message about drinking and driving came across strongly, there was also a message about the damage booze can do to relationships, particularly in families.
Of the TV executions, I thought two were particularly poignant, mainly because they tackle alcohol-induced damage from a different angle.
In the first, we see a joyous family gathering – the daughter’s 21st birthday. A clearly inebriated father grabs the microphone and, drink in hand, starts an embarrassing monologue, The look on the daughter’s face is enough to warn any father not to overstep the limits. It’s heartbreaking and it gets the message across.
The second is of a group of teenage girls sitting in a car. Obviously they’ve been collected from somewhere and are on their way home. The driver of the car, the mother of one of the girls, has been stopped by traffic cops. After being breathalysed, she’s cuffed and is about to be taken away. The brilliance of the ad is the sound track, which is of one of the other passengers, also a teenage girl, phoning her parents to come and collect them because her friend’s mother has been drinking. Again the look on the face of the daughter of the drinking mom is heart-breaking.
Orchids all round to everyone involved in this initiative and particularly to ad agency Lowe Bull for making the message so stingingly real. – Brendan Seery Don Daniels writes: I read your piece on your involvement in the Webtel.mob Intercontinental Challenge (the attempt by Swiss adventurer Yves Rossy to fly a jet-wing from Morroco to Spain) last month.
What an incredible idea for an advert. I, for one, now know a lot more about Webtel.mobi than before I read your article. An Orchid for the idea and concept.
Tracey McKay writes:
I have been meaning to write to you for a while to request delivery of a bag full of Onions to the latest TV ad campaign for Outsurance. The ones with the very poorly drawn and very poorly animated “little people” and the really infantile voice-overs. Does Outsurance feel that their customers are all so unsophisticated and “slow” that only this kind of advert will appeal to them?
Personally, the adverts are horrible, smack of a very low advertising budget and turn me off the product.