Drive Dry: Let's Date, 1

He'd love to meet you
Never drink and drive

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

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
Published: November 2010

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12 comments

Guest's picture
Guest

So he doesn't meet anybody except drunk drivers?

Guest's picture
Guest

Congrats, your comment is a strong candidate for the stupidest comment of the year award.

Marlus Lau's picture
Marlus Lau
1806 pencils

Ohh shut it!

Guest's picture
Guest

That ad makes me wanna give money so we can have decent prisons. Prisonners are supposed to be confined, and see their freedom taken away, not their decency.

Bad insight, that's all. Besides we all know judges are way more clement with drivers who killed rather than 'simple' criminal. You can run over someover, and end up with just a warning.

RG's picture
RG
184 pencils

Merit for trying a different approach. And that's all.

RG

Dzsoi's picture
Dzsoi
5269 pencils

He is not scary enough, I would give him food he is so thin.

Guest's picture
Guest

or maybe photoshop horns on his head - wait what if he shot lightning out of his eyes?

Dzsoi's picture
Dzsoi
5269 pencils

or maybe just more muscular than an 8-year-old boy?

Boxey's picture
Boxey
8885 pencils

"How many similar ways can we show the same idea?" Come on, this is not a campaign. It's a one-off. If your idea is so strong, mix it up.

Guest's picture
Guest

I think these are meant to be print and outdoor ads which is why there are so many different ones

Guest's picture
Guest

2 in 5 prisoners in South Africa are HIV positive, if not more. The slang in jail for it is "Slow Puncture", because you deflate into bony nothingness. I don't think a few good meals are going to help this guy... Good campaign, brings the message home. Well done to Fox P2.

Zane's picture
Zane
110 pencils

This whole campaign is the shizniz

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