Good Kids Making Bad Choices
A New Zealand Transport Authority advertisement, created by Clemenger BBDO Wellington, is using humour to get the drink-driving message across to its young audience. Rather than rely on the shock tactics and graphic images long associated with road safety campaigns, the ‘Legends’ television spot has a sketch-comedy feel to it. Advertising website Creative Review also commended the campaign, saying that it “succeeds by not patronising its main audience and recognising how young people can find it difficult to tell friends not to drive drunk…” The line “bro, you know I can’t grab your ghost chips” has become a hit. The campaign turns on the notion that young drink drivers are not reckless, amoral individuals, but rather “good people who make bad choices” and don’t plan ahead. The latest statistics show that more than 40 per cent of all drink-driving crashes involve drunk drivers under the age of 24 years.