Drive Dry: Let's Date, 5

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

33 comments

matteoresta's picture
matteoresta
8 pencils

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

Guest's picture
Guest

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

Guest's picture
Guest

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's picture
Guest

Nice art, and strong message.

Billoughsby's picture
Billoughsby
5091 pencils

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.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

JeffGreenhouse's picture
JeffGreenhouse
310 pencils

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

Guest's picture
Guest

interisting

shortafella's picture
shortafella
1059 pencils

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.

HappyHour's picture
HappyHour
2385 pencils

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?

CuriousPencil's picture
CuriousPencil
4227 pencils

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'.

Dzsoi's picture
Dzsoi
6312 pencils

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.

CuriousPencil's picture
CuriousPencil
4227 pencils

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.

Dzsoi's picture
Dzsoi
6312 pencils

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.

CuriousPencil's picture
CuriousPencil
4227 pencils

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.

Dzsoi's picture
Dzsoi
6312 pencils

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!

shahidali's picture
shahidali
4067 pencils

excellent insight.

shahid

Guest's picture
Guest

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

Guest's picture
Guest

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.

SCHIZFLUX's picture
SCHIZFLUX
40 pencils

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.

arroz y asado's picture
arroz y asado
21 pencils

interesting approach.

Guest's picture
Guest

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

Guest's picture
Guest

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

shahidali's picture
shahidali
4067 pencils

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.

shahid

Guest's picture
Guest

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

shahidali's picture
shahidali
4067 pencils

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.

shahid

Guest's picture
Guest

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

Guest's picture
Guest

because 5% of the population is white?

Guest's picture
Guest

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.

javier bizarro's picture
javier bizarro
263 pencils

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

CuriousPencil's picture
CuriousPencil
4227 pencils

Whatever turns you on, monofunk...

velle's picture
velle
1550 pencils

ha! this is more like it!

Guest's picture
Guest

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

manumartin5's picture
manumartin5
1202 pencils

very nice creative thought and great execution

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