The Quebec Auto Insurance Corporation: Breathalysers

Advertising Agency: Lg2, Quebec, Canada
Creative Director: Luc Du Sault
Copywriter / Art Director: Jean Lafrenière
Accounts: Mireille Côté, Catherine Darius, Alexandra Laverdière, Eve Boucher
Agency Producer: Claudia Lemire, Julie Lorazo
Director: Nicolas Monette
DOP: Andre Turpin
Production House: Philippe Lalande / Quatre Zéro Un
Sound Design: Boogie Studio

17 comments

15900 pencils

kleenexFriday, October 5, 2012 - 13:15

interesting concept.

7 pencils

danyboyFriday, October 5, 2012 - 14:08

I like the concept a lot. I would have just put the song "amazing grace" (or any other funeral theme song) and skip the "anthem of shame". But that's just my pov.
Nice work !

16437 pencils

VivianRaulFriday, October 5, 2012 - 14:23

Excellent!

9453 pencils

TempleFriday, October 5, 2012 - 14:30

Agree with danyboy, was waiting for Chopin, which would make this extraordinary compared to just good.

307 pencils

Lisbon freakFriday, October 5, 2012 - 17:03

Brilliant.

562 pencils

psykartFriday, October 5, 2012 - 19:50

Love it.

1026 pencils

DesignDIneFriday, October 5, 2012 - 21:20

Liked the tag.

www.designdine.co.uk

1922 pencils

ItMattersMonday, October 8, 2012 - 04:44

Like the concept.

3068 pencils

miko1ajMonday, October 8, 2012 - 08:22

i thought about Chopin as well. But this concept is brilliant anyways.

http://www.mixcloud.com/miko1aj/

36 pencils

JCGMonday, October 8, 2012 - 10:27

I like the simplicity but I'm not that crazy about it. If a policemen considers he has to measure someone's alcohol that doesn't mean he's drunk.

3068 pencils

miko1ajMonday, October 8, 2012 - 10:55

what? what is your argument?

http://www.mixcloud.com/miko1aj/

36 pencils

JCGTuesday, October 9, 2012 - 10:54

My argument is: using the breathalyser does not mean you are drunk. Then, "the anthem of shame" is building a concept of guiltiness to people who may not be.

3068 pencils

miko1ajTuesday, October 9, 2012 - 12:46

I see. But still – this is not suggesting that everyone who is asked to blow is actually guilty and "sentenced" to shame. Reversing your argument – everyone who is asked to use breathalyser AND IS drunk SHOULD be ashamed of the result. That's why the ending scene shows this literally. Shame. That's it.

http://www.mixcloud.com/miko1aj/

36 pencils

JCGTuesday, October 9, 2012 - 16:31

I get your point. But I have to disagree, because what the ad is showing is people using the breathalyser. The last scene doesn't make all the other people guilty and they are all playing the Anthem of shame, literally. Needless to say I agree with the message, the ad doesn't separate drunk from sober.

2365 pencils

CommandZMonday, October 8, 2012 - 10:35

"Anthem of shame" could of been re-tooled to elevate this but it's still good, just not great.

22 pencils

NicmonetteMonday, October 8, 2012 - 19:20

I'm curious. How would you re-tool it?

228 pencils

izzlahMonday, October 8, 2012 - 13:39

outstanding work

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