Drive Dry: Solitude

A radio campaign for the brandhouse Drive Dry initiative, with an anti-drinking and driving message targeted at men. Some of the poems are read by people who have served time in prison.

Advertising Agency: FoxP2, Cape Town, South Africa
Creative Directors: Justin Gomes, Andrew Whitehouse
Art Director: Ryan Barkhuizen
Copywriters: Simon Lotze, Gavin Williams, Mimi Cooper
Audio: The Workroom
Aired: November 2010

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Guest's picture

Creepy, very creepy.

JeffP's picture
810 pencils

Do I understand that the incentive of not drink&driving is to avoid spending time in prison with beasts? That's the USP right?
Execution is great but the insight is very troubling.

morse's picture
15714 pencils

Radio is great too. People are afraid of jail, this ad just makes it sink in.

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