Quantcast
Channel: Adweek Feed
Mark channel Not-Safe-For-Work? cancel confirm NSFW Votes: (0 votes)
Are you the publisher? Claim or contact us about this channel.
0

U.K. Drunk-Driving Ad Makes Cruelly Ironic Use of Kool & the Gang's 'Celebration'

0
0

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.



The spot stands in stark contract to Britain's first drunk-driving ad (posted below). Created in 1964 by animation firm Halas & Batchelor, it shows an office party, complete with balloons and silly hats. The voiceover says, "Four whiskeys, and the risk of an accident can be twice as great … Eight, and the risk can be 25 times as great." (Eight whiskies—that's some bash!)

The ad concludes, "Don't ask a man to drink and drive"—a line that is sexist today, but true to its era, when only a small percentage of English women had a driver's license.

Of course, we've come a long way since then. Thanks in part to aggressive public-service campaigns, drunk driving has been stigmatized, and rightly so. Text at the end of the "Celebration" spot notes that in the past 50 years, annual drunk-driving deaths in the U.K. have fallen from 1,640 to 230, but then cautions: "That's still 230 too many."

Overall, the ad, expertly directed by Mark Zibert via Rogue Films, provides a compelling and slightly surreal viewing experience. Though neither gory nor emotionally over the top, its message—propelled by a cruelly ironic soundtrack—might just get stuck in viewers' heads this holiday season and make them think twice about drinking and driving.

Latest Images

Trending Articles


Anushka is missed 'SO BADLY'


GPGT - OMG! Busty zehzeh ky fap!!


Jessica Bolinspires


John Pittman


Map icons not working


Burger King Gets Passionate With McDonald’s For Pride Ad Campaign


¡ 𝙈𝙞𝙖 !


SSIS Error 0xC020801F With OData Source - Connection on Microsoft Dynamics CRM


AUDIO | -DJ MIDO SELECTOR -WizKid - Daddy Yo RMX | Mp3 Download


Copperhead [BRRiP] [MULTI]