Don’t drink and drive.
Advertising Agency: MAA Bozell, Bangalore, India
Art Director: Deepak Pattar
Copywriter: Salil Sawale
Photographer: Vivek Matthew
Other additional credits: Akshar Peerbhoy
Published: May 2006
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14 Comments
I have seen the same ad - but with a real car - in an old One Show.
sabupaul
i don't like the fact it used toy-cars
it makes it impossible for viewer to take it seriusly.
i like the copy on all the ads, but the images are wrong!
use something more real.
- "Develop your eccentricities while you're young. That way, when you get old, people won't think you're going gaga." -
I agree. I like the idea, the copy, but not the images. For such a serious topic, it's far too light. The copy is already playful, they didn't need to make it even more playful with toy cars.
exactly..
if the copy is playful, serious image is the way to go with a subject like this
no other way out =)
- "Develop your eccentricities while you're young. That way, when you get old, people won't think you're going gaga." -
That's such an EXCELLENT point you made about the toy car.
The message probably would've been pretty powerful and hard-hitting if they showed an actual accident scene with a flipped-over vehicle and the complete chaos surrounding it. THEN, we've got a tension between the line and the visual...
seems like for once we're all on the same page here. mark the calendar.
18th of May, celebrate humanity in aotw.
i don't think that's the point of this ad. everyone knows what happens when real cars crash and the chaos around it. i think the toy imagery is subtly pointing towards the vulnerability thing - viz if you drink, you are as vulnerable/delicate/susceptible to crashes... OR it's no child's play or something. the toy imagery works for me. gross blood stained crumpled pieces of metals would just be too literal...
If the message is something along the lines of "it's no child's play" as you mentioned, THEN, using a toy car for the visual would be "too literal".
What we were talking about is that the whole look and feel of the visual and verbal elements were way too similar that they were completely lacking the tension and/or "play" between them. Since the whole "tone" of the campaign is rather carefree and playful, by using somewhat more conventional and straight imagery of the car accident scene (with a flipped over vehicle in this case) would create that interesting friction between the line and the picture (irony), thus making it more memorable.
Here's what I would do...
I'd use a photojournalisic image of a car wreck (it could be a little stylized to make it look a bit more interesting to the eye). No blood. No dismembered bodies. The main focus is an over-turned vehicle at the scene.
And with typography, I'd really play up the whole feeling of cheerfulness and "hey-watch-me-do-this!" jackass nature of being heavily intoxicated. With that in mind, I'd use something very fun, flashy, loud and maybe ornamental font to really make it pop off the page. And you just have a simple line of copy to pay off the whole thing at the end...
agree with the second half of your comment - could have made more impact...but if i am not wrong, this is an outdoor campaign - we are talking billboards and short attention spans - so the simplified (?) execution was imperative...that's debatable.
still don't agree with the child's play message being literal. for instance, if we don't use the toy cars, there's NO way (literal or lateral) by which the visual you have suggested would give the "child's play" message... so that makes the use of toy cars mandatory, to make the non-literal point of "no child's play" come through...
cheers
boring
It was done last year with real cars... really scary that was and won an award too... but seriously with toy cars, it doesn't work!!
some million comments saying this was done before using real cars. can someone post the links to those ads...?
I have seen this copy in an old ad magazine. This is pathetic stuff. We have to get hold of the copywriter and art person to teach them some serious lessons on originality and execution.