Britain’s Think! Campaign Returns with a Superb Drunk Driving PSA

Your Hump-day Recess

Frankly, when we hear about another drunk driving PSA we’re always worried that we’ll be watching a scarefest that fails to convey any meaningful message beyond the obvious one that drunk driving can end in a horrible crash. Think!, the road safety campaign by the UK’s Department of Transport, has eased our worries from day one. Their ads are always interesting and thought-provoking – even as they convey the idea that yes, drunk driving can end in a horrible crash. Here’s one of their latest:

What makes this drunk driving PSA good? (You agree that it’s good, right?) First of all, it’s realistic. The situation that Brendan finds himself in is exactly one that all too often results in drunk driving. He is faced with the choice of disappointing his wife or driving drunk. That’s a real temptation that people face, and the ad doesn’t downplay it. Brendan faces the consequences of angering his wife – banishment to the spare room – and does so willingly.

The point, made so well, is that no matter how much you think you’ll mess up your life by not driving drunk, it doesn’t compare to the consequences if you do.

Second of all, the ad keeps its humor while not letting go of the reality of drunk driving – the specter of the crash that always lurks behind things.

Here’s a second ad in the Think! campaign that highlights another temptation – the desire to impress a boss by drinking. Once again, the upshot is that the hero must suffer, but it’s worth it.

Your Hump Day Recess: Every Wednesday LifeSafer brings you something a little different, related to the worlds of road safety, to ease your progress over Hump Day and through the week.
Previous Hump Days: a German Ignition Interlock spoof from 1960, our Top 10 Worst Crash Tests, a different kind of Anti-DUI message, Budweiser’s dogged anti-DUI campaign, How Not to Dodge a Parking Ticket, the world’s worst traffic jams, a dramatic buzzed driving PSA , an offbeat ad from New ZealandVince and Larry, our favorite crash test dummies, some excellent Soviet anti-drunk-driving posters. a lesson on how buzzed driving can ruin your love life, South Australia to Drunk Drivers: Grow Up!, a woman calls 911 to report herself for DUI, Felix the Cat and Drunk Driving,  DUIs who crash vintage cars – (ouch!), Woman Unwittingly Creates Self-Driving Car, A Brilliant PSA from Australia, a Road Safety Message in a Vodka Bottle, a PSA about binge drinking that is decidedly “meh,” Drunk Driver Crashes $4 Million Car, and Drunk Driving in 1910