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Let's Date, 5

Campaign
Agency Network: 
Published/Aired: 
November 2010
Brandhouse Drive Dry:  Let's Date, 5

Description

A print and outdoor campaign for the brandhouse Drive Dry initiative, with an anti-drinking and driving message targeted at men.

Print advertisement created by FoxP2, South Africa for Brandhouse Drive Dry, within the category: Public Interest, NGO.

Caption

He'd love to meet you
Never drink and drive

Advertising Agency: FoxP2, Cape Town, South Africa
Creative Directors: Justin Gomes, Andrew Whitehouse
Art Director: Ryan Barkhuizen
Copywriter: Mimi Cooper, Simon Lotze
Photographer: Sacha Waldman
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Highest Rated

shahidali's picture

wonder whether the ad will encourage drinking:-). won't deter the viewers from drinking-driving but will sell the agency. need not portray the inmates in such a way. negative approach.

shahidali
Activity Score 4067
Dhaka, Bangladesh |

shahid

matteoresta's picture

I don't like it at all.

Prisoners in this ad are seen as bad, cruel and orrifying people.
There are certainly better ways scary people to go to jail.
Really disappointed

matteoresta
Activity Score 8
Account - WWP
Guest's picture

Cos prisoners are usually good people.. yeah? ur right..

Guest
Guest's picture

like; and well'ii certainly dont want to end in an sout afrikan prison;
and if you drink and drive; you'll get yours comming.... i like all of them
all over the pcture language!

Guest
Guest's picture

Nice art, and strong message.

Guest
Billoughsby's picture

These ads address the problem of drunken driving by playing on universal angst. Not fabulous ads, by any means, but c'mon guys. You don't want to wind up in jail or prison, and the loss of liberty is only one part of the reason why. No need being a Pollyanna about it.

Billoughsby
Activity Score 5154
Art Director |

That's it.

JeffGreenhouse's picture

Visualizing consequences is a good way to get people to stop and think about their behavior. I think it's a strong ad.

JeffGreenhouse
Activity Score 310
Guest's picture

interisting

Guest
shortafella's picture

those are scary? man I'll kick those punk's asses in no time:))

now seriously: I think you have tried too much with the post production. it looks so unreal. and not scary. and driving drunk can cause more serious troubles.

shortafella
Activity Score 1063
Copywriter at GRAFFITI BBDO |

http://www.behance.net/shortafella

HappyHour's picture

I'll let the disconnects in the idea slide because it's a fairly new angle on drunk driving.. However the copy could be way stronger.. "They'd love to meet you" and "They'd love to show you a great time"... that's all two copywriters could come up with?

HappyHour
Activity Score 2381
CuriousPencil's picture

This fails because it's applicable to every single offence that could get you sent to prison. As soon as the audience clicks to that fact, any impact dissolves. May as well be a badge saying 'Don't murder'.

CuriousPencil
Activity Score 4225
Copywriter
Dzsoi's picture

I don't think you have covered all aspects here. You can go to jail for many reasons... mostly because you live a life of a criminal (killing, robbing, raping, selling drugs etc.) but an ad, obviously this particular ad aims at 'normal' persons who almost never break the low so seriously they should get into prison, into the environment of criminals. If you kill someone and they catch you, you are fcked. If you drink and they catch you, they take away your driving licence, you pay a fee that's all (at least in Hungary). BUT there is a chance you hurt/kill someone accidentally and then you are forced to move in where you don't belong. It's not so scary for a criminal type of guy as for an average bloke who is 'just' irresponsible without running a criminal lifestyle.

Dzsoi
Activity Score 8611
Copywriter
CuriousPencil's picture

No, I think my reasoning stands Dzsoi: if any normally law-abiding person seeing this ad is thinking of any criminal behaviour punishable by prison, then this serves as a warning of what to expect if they're caught. That criminal behaviour could be anything: this ad claims to be addressing drink-driving specifically. It isn't. That's all I was pointing out. There is zero reference to drink driving here apart from the logo, and that's not enough to make this ad work.

CuriousPencil
Activity Score 4225
Copywriter
Dzsoi's picture

But if you are not a killer, raper etc. you won't think about being prisoned for killing, raping not even for a sec. TA is guilty in drinking and driving and (most of them) nothing more (well, at least nothing that serious) - they see a warning "don't get prisoned". Maybe the copy should highlight more the aspect: "yes, you, even YOU can be prisoned 'accidentally', dude!" I give you that.
P.S. there is a drive dry logo indeed, but there is a 'never drink and drive' subheadline in huge, capital letters right under the headline too.

Dzsoi
Activity Score 8611
Copywriter
CuriousPencil's picture

Okay, one last time: my problem with the ad campaign I see here - all FIVE iterations, which use pretty much the same copy - is that it looks like an anti-prison ad.

I do get your point that first-time convicts that are in for drinkdriving will meet people in for murder/rape/whatever. That's a good point that the campaign *entirely misses*. If the copy could simply say "Nine out of ten convicts in our prisons are not there for drink driving" that would go a long way to scare the crap out of them. Or "There are no statistics to support the theory that drink drivers are targeted by prison rapists." Or any other number of ways that they could COMPLETE this campaign, instread of letting it hang here, like some paedophile on remand.

CuriousPencil
Activity Score 4225
Copywriter
Dzsoi's picture

Deal!

"Nine out of ten convicts in our prisons are not there for drink driving... Don't drink and drive"

Now that would be fcking nice copy with this visual, you are good, man!

Dzsoi
Activity Score 8611
Copywriter
shahidali's picture

excellent insight.

shahidali
Activity Score 4067
Dhaka, Bangladesh |

shahid

Guest's picture

how many blacks in jail! nelson mandela in there too? southafricans racists?, noooouuuu!!!!!?

Guest
Guest's picture

Um, there are more black people in South Africa than white, thus the ratio. and in South Africa some of those guys are called 'coloured' - they are Afrikaans and not black.

Guest
SCHIZFLUX's picture

The inmates don't strike me as a scary bunch. Nice company. Smart enough to play chess. It is definitely not the worst payoff for D&D. Good execution. Conceptually weak.

SCHIZFLUX
Activity Score 40
arroz y asado's picture

interesting approach.

arroz y asado
Activity Score 21
Art Director at Underground + UADE
Guest's picture

Could have and should have gone harder with this category.
Shower... Soap... That's right.

Guest
Guest's picture

being in jail isn´t serious?????????? it´s a strong ad for real people, i think.

Guest
shahidali's picture

wonder whether the ad will encourage drinking:-). won't deter the viewers from drinking-driving but will sell the agency. need not portray the inmates in such a way. negative approach.

shahidali
Activity Score 4067
Dhaka, Bangladesh |

shahid

Guest's picture

You've never watched Ross Kemp have you? South African prisons are not nice places http://www.youtube.com/watch?v=4xn90GqBxbU&feature=related

Guest
shahidali's picture

Fortunately No. I haven't seen before. I believe that does not disqualify me from making the point that "one shouldn't portray the inmates as irrevocable social liabilities". Neither should someone make a mockery of their sub-human condition.

shahidali
Activity Score 4067
Dhaka, Bangladesh |

shahid

Guest's picture

Why do I have the feeling that there are more blacks than Buurs in this ad series?

Guest
Guest's picture

because 5% of the population is white?

Guest
Guest's picture

Many others do not like the image for many reasons. However, I like the image because the reality is if people choose to drink and drive they land in jail. Perhaps people need to be scared, much worse can happen from drinking and driving then landing in jail. As far as others comments about the races used in the image, to me it looks about even between white, Hispanic and black. Another thing too is that the statistics show a higher population of ethnic races in jail. Perhaps this artist wanted to help prevent this number rising. The only problem I have with the image has more to do with aesthetics. I would not know the image was about drinking and driving if it were not for the text. It could easily just as well be an image to prevent male crime in general. Overall the image is good , but needs work. Perhaps adding one or two more white individuals to prevent it seeming racist to those of ethnic origin. Also maybe add a visual reference of alcohol to avoid it being referenced to other types of crimes. Again overall, good image but it definitely needs work. I give it a 7 out of 10 score.

Guest
javier bizarro's picture

maybe a prisioner with a soap and a sexy look could be more interesting, using the same resource. don't you think?

javier bizarro
Activity Score 276
Art Director at Del Campo Saatchi & Saatchi
CuriousPencil's picture

Whatever turns you on, monofunk...

CuriousPencil
Activity Score 4225
Copywriter
velle's picture

ha! this is more like it!

velle
Activity Score 1550
Copywriter
Guest's picture

ahahahaha i am the scary beast and i like to eat candy

Guest
manumartin5's picture

very nice creative thought and great execution

manumartin5
Activity Score 1194
Art Director at Infinity Advertising Services Pvt. ltd.
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