55 responded to this post

 Alessandra said on February 27th, 2006

Wow… will definitely stir up controversy. Very powerful.

 Sandro said on February 27th, 2006

Very good work.
How are the Laws in the us?
In Germany you perhaps loose your license for over a year if you drive drunken….

 Cory M said on February 27th, 2006

Wow. And I thought “egg + frying pan = brain on drugs” was moving. I wish ads like this would run in the US. But knowing the pansy execs and the FCC…

 Ben said on February 27th, 2006

Sometimes it takes a sledgehammer (or a 3-ton truck in this case) to get peoples’ attention.

I am glad someone had the courage to produce something this graphic, because I am certain there was pushback in the process.

 alex said on February 27th, 2006

WOW .. imagine you view the 3rd spot in a big screen cinema. I doubt you could drive your car home.

 Vicky Heron said on February 27th, 2006

Wow, these really hammer the point in the most powerful way possible. I wish they’d do ads like this in the US. But everyone is so “politically correct” conscious these days they’re afraid of pissing some remote person off.

I for one, feel the US has not done enough to get the drunk driving situation under control. This would be a great step in that direction. Tougher penalties would help too.

These are really graphic! What a jolt.

I hope it’s a “sobering” jolt for some…

 Sven said on February 27th, 2006

I dont’t think so, Sandro. If you cause an accident driving drunk you probably get sued for homicide in Germany.

 Kathy said on February 27th, 2006

These spots should be required viewing in the US for all students learning to drive. Since the “don’t want to offend” execs are calling the shots, it’s the private parties that need to get the job done and I for one think this is a helluva start. A picture is worth a thousand words, right?

I doubt we can correct the generation of drivers that actually repeat this offense; rather, we need to educate the new drivers to the realities of driving and likewise driving impaired, be it drunk, on drugs, or just plain sleepy. Having lost a brother to a drunk driver in 1981 and dealing with the reality of 3 driving children, this message cannot get driven home too powerfully or often enough.

 Brent said on February 27th, 2006

OK, these spots are great…truly well done. My hat’s off to the producers.

My question is…how did they do these things? I can usually tell when special effects have been invoked to create a…well…special effect. Any ideas? Any knowledge? Anything that will help me sleep tonight?

 mm said on February 27th, 2006

THese are for ICBC in British Columbia, Canada. Generally speaking, ICBC runs fairly heavy ads that try to get the message across – these are the heaviest yet.

I hope they do not get pulled.

 Justin said on February 27th, 2006

oh man those are great. its about time.

 chris said on February 27th, 2006

ads like this have been running in australia for quite some time now. the sad thing is… the drink driving statistics havent changed much.

 Jeremy said on February 27th, 2006

I think these ads are quite effective. With exception to the second one. It seemed just too fake and hokey and didn’t have the impact as the other two.

They make you cringe too….you just see the wreck coming!

 Parker said on February 27th, 2006

Here his how I see this. It is completely ineffective. Most people will laugh at these just like they laugh at the drug commercials. Yes drunk driving is very bad but these commercials do not sop it. Honestly I looked at the 1st and 3rd ads like this: Those to chicks are morons. How about take the keys and drive since she is sober or DON’T get in the car with someone who is drunk. The problem is that the ads are not real. If I was dead sober I wouldn’t be getting in the car with a drunk person. That is just plain stupid. The second ad is just plain out of control. Pedestrians are 10 points though right?

 Gaita said on February 27th, 2006

The first and the last are fine, but the second had me laughing pretty hard. It could be because I have a twisted sense of humor or because it reminded me of Brad Pitt being run over on the terrible “Meet Joe Black”…

Ok maybe I do have a f***** up sense of humor…

 Nigel said on February 28th, 2006

This stuff is hard to do right, and it did strike me that being in a car and asking the (I assume) drunk driver “when are you going to stop doing it” is pretty far fetched. But then we are looking at these ads through a different lens than, say, people in a theatre, when the impact may be more gut-level than the analytical approach we can take in this forum…

Still and all, I think the middle ad, with the innocent by-stander getting hit, felt hardest-hitting to me.

 Arne said on February 28th, 2006

Still and all, I think the middle ad, with the innocent by-stander getting hit, felt hardest-hitting to me.

And you don’t think that the other people in the car, next to the drunk driver are not innocent ??

 fragileheart said on February 28th, 2006

Those aren’t as graphical as some I’ve seen over in Ireland. I think I like the last one the least because she seemed perfectly sober and let him get behind the wheel anyway… if she can’t drive that’s not much of an excuse to let him get behind the wheel.

 Rob said on February 28th, 2006

The UK and Ireland has pulled no punches on this issue for a long time now. Great to see other nations getting the shock tactics in.

I believe that you can go to prison for drunk driving in the UK, even on a first offence.

 DJB said on February 28th, 2006

Very “sobering”. I agree, the ads should be run in the US and to high school driver’s education classes. I will be sending this to my driving age grandchildren

 Nigel said on February 28th, 2006

Hey Arne, since you started this debate… the guy commenting outside the car is clearly innocent… he was just sitting there. The people next to the driver… maybe they’re innocent too, but my point was that they chose to be in the car, and from what they say in the ad., they seem aware that the driver is drunk. Does that lessen their innocence? Who knows, but that wasn’t my point. I just preferred the middle ad, that’s all.


 kim said on March 1st, 2006

the problem with any ads is ,,most that are out “having a good time” don’t think they ARE impaired.. their minds are not all there.. and do irrational things..like drive.. more push needs to go out to maybe public transportation and reduced taxi rates or more along those lines.. my opinion anyway..

 TrickyDicky said on March 2nd, 2006

Let me start by saying that this is NOT an attack on the message: don’t drink and drive. It IS an attack on the campaign: how the message is communicated. I repeat: DON’T DRINK AND DRIVE.
Almost everyone has driven a car after taking a drink; in the huge majority of cases, nothing happened. In most accidents, even where alcohol is a factor, it is not the cause. Alcohol only multiplies the risk; it is more like buying another lottery ticket than like gravity. Therefore, people watching this campaign will know they are being lied to. And we all know what people do when they think they are being lied to: they ignore the message at best. I am sure that those psychologists who have studied this can confirm that these types of campaigns don’t work.
The message that this campaign could have supported truthfully is: remember that your vehicle is a lethal weapon that could kill you, your friends and maybe other people too. So for f**ks sake behave responsibly when you are in control. And everyone knows that you aren’t in control when you drink – that’s why you drink, isn’t it?

 Kavala said on March 2nd, 2006

Think positive. In the late eighties we had such shocking ads on belgian tv. It didn’t help at all, sounds strange, but you get used to seeing it.
Again, think positive, for more than ten years now we have a very succesful campaign.
It does not forbid anything, It does not tell you what not to do.
It simply reminds people of choosing one sober person/driver that does not drink at all during the night out. It works and it’s fully accepted now.

 chestnut007 said on March 2nd, 2006

Crazy commericals, but they all seem the same in a way.

 Sean Powers said on March 6th, 2006


 mervh said on March 10th, 2006

OH MY GOD…..I am a police officer in Australia. Those type of ads are fantastic and straight to the point. If only they were shown on Australian television in prime time. I have e mailed them to the force for their thoughts………

 Jacob de Raadt said on March 10th, 2006

For those who do not know the history: ICBC (the Insurance Corporation of British Corporation) is that Canadian province’s sole supplier of compulsory liability insurance for all drivers. As such, it wants to reduce accidents and claims against its policies.

About ten years ago (during the NDP government) it was rolled into the Ministry of Transportation. Cal it socialism, but it makes sense: this synergy has been very successful (in my opinion as transportation engineer) and has resulted in safety enhancements to infrastructure and a better way to look at things. They are at the forefront in North America (people in the US do not easily agree with that.) I hope these graphic ads work.

 gregggory said on March 10th, 2006

esxuse-me,but i am french and i don’t speack english
bravo pour ces spots tres chocs.en france nous n’avons pas de spot qui font peur et froid dans le dos par la realite de l’image ; donc bravo et continuer.

 Freeza said on March 10th, 2006

wow… powerful…

 Jen said on March 22nd, 2006

Those were definitely powerful because they are more believeable than the other anti-ads out there. Are these currently on tv? If they aren’t yet then they should definitely put them on the air. Maybe it will drive home the message a little harder because you actually see want can happen instead of just hearing about it, and that it can happen to anyone at anytime.

 viv said on April 5th, 2006

I thought the middle one was really strong. it seems to be going the same way so many ads we’ve seen before with the “dude drove drunk, lost his license and has to take the bus and it sucks” rout which makes you pretty comfortable and sure of whats happening, then at the end i think it’s harder because it’s not taking where you think it will.

I also think it is important to bring home the reality that when you drive drunk, it’s people outside of yourself at risk and it’s not all about what happens to you. makes it harder to justify the risks.

 he11razor said on April 18th, 2006

The way I interpret the passenger ones narrating is that in actuality, the passenger is not there. They are sitting there simply as narrators, talking in the 3rd person … things that the driver has probablly heard a hundred times from that very same person, their friends, family, etc…

 Mark said on April 27th, 2006

Well,i live in Québec,and unfortunately,we dont have taht kind of message on the media,drinking and driving is stupid and that kind of pub is definitely a message of good sense
I just hope our governement will lower the limit to 0 in each province and push forward these advertisments every where

 Jay said on April 27th, 2006

Cool ads indeed. Unfortunatly, I don’t think they will change anything to the statistics. There’s a small % of the population who whatever you do, whatever you show them, they will still drive when they are drunk. I think in Canada we achieved that percentage and nothing can be done about it. It is unfortunate but we have to live with those idiots.

The only way I see to prevent 99% drinking and driving is by installing a module that reads either breath or blood for alchool, but even then its easily counterable…

 Bob said on May 24th, 2006

Nice ad. I wished the gouverment in our country did a little bit more about this kind of stuff.

Everytime when an ad like this enters the television world, it gets banned because people slept bad because of it or something.

Greets from the Netherlands

 france investment opportunity said on August 16th, 2006

An emphatic YES. I think you’ve hit the nail right on the head. We need more of this kind of thoughtful perception.

 Senki said on September 14th, 2006

When will you stop talking to the driver?

 popa said on October 16th, 2006

I live in Canada and I think theese commercials are the best thing to happen on getting the point accross I see them on a regular basis but I would like to see more of these because I feel the point of drinking and driving and the dangers of it is a very important issue. And yes other countries should have the same advertisng too many people have died because of unresponsible drivers. Peace dont drink and drive :)

 Pam said on October 27th, 2006

I like the message of the ads, but I think the two with passengers are a little flawed in the sense that they ignore that an irritating, nagging person in the front seat is equally dangerous. I have twice pulled over and asked people to get out of my car for ranting while I am trying to drive when they have ignored my requests to be quiet so i could concentrate.

I also think these ads would be better if they showed someone refusing to get in a car with someone who is drunk, and phoning the police with the number of their licence plate.

 Joseph said on December 4th, 2006

I think if they ran in america they’d make a conversation happen. But I really think americans need to talk about drinking at the college level. Kids will always do it the parents or adults will say, well maybe so but it should be in our best interest to educate kids so they dont take others with themselves on these drunken driving experiences. I recently let a friend drive when i was too drunk and he was too drunk and he didnt know when not to drive. Its just as stupid to drive with someone who’s drunk, as it is to drive drunk yourself. I dunno I think this touched on it a bit. Kudos

 Tony said on December 22nd, 2006

These are NOT commercials, they are P.S.A.’s public service announcements. A commercial, coming from the word commerce, to trade, asks you to buy a product or service.

 fooosco said on January 3rd, 2007

Tony: and so…? commercials generally try to get you into a message, as much as these movies do.

 Sean said on January 4th, 2007

ICBC has new drinking & driving spots, here are the YouTube links:


Quiet a departure from the graphic shock ads, more subtle messaging.

 DerekH said on June 12th, 2007

Anyone know how to download them? I need them for a project.

I find them everywhere, but I can’t save them :S

 IBM said on September 24th, 2007

That guy in the second video got FUCKED UP.

 Michael said on October 10th, 2007

The “shock” psa style is very effective. Check out the original “shock” drunk driving psa. Before and After @ http://www.whosdrivingtonight.com

 Jason Hibbs said on October 16th, 2007

To be fair, if she wasn’t chatting to him he probably would’ve seen the truck coming.

 neha said on March 25th, 2008

are these adds moral or unethical? how far can we criticise them? i need to make a project on shock adds…

 jan-e said on May 5th, 2008

Here is Montana’s new PSA for drinking and driving but it also incorporates not wearing a seat-belt.
Sad stuff.

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