HOWEVER YOU DO IT, JUST DON’T DRIVE
Challenge: Our initial campaign focused on designated drivers, but research was showing that often “the least drunk” driver became the designated driver. We needed an all-new concept that switched thinking from driving to alternative transportation.
Solution:Using humor to appeal to an early-20s demographic, we created two television ads that showed other ways to get home. The TV spots featured young adults leaving parties and considering silly modes of travel before getting real and riding a bus or taking a taxi. The ads were funny, approachable and farcical, while offering a realistic solution and a practical tagline: However you do it, just don’t drive.