Hello ...
I wonder of they used actors for this advert or real prisoners - im assuming that it would be arb or rather strange when you meet one of these on the street in the next coming weeks. When I saw this advert for the first time I was a bit confused ... what are your thoughts?
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
I have a problem with this campaign.
they are using rape as a scare tactic — by doing so, ipso facto, they are saying we should accept rape as a reality to live with.
Secondly — I have a problem with the "arrive alive" campaign — I do not even have the temperament to elaborate on it — but those of you that follow me in twitter and facebook would know my stance.
i tend to think that scare tactics are sometimes the only way anyone ever listens to any message
i had a conversation with someone last week about this ad and he was tellin me how he's willing to be that loser that has one drink if he's driving because he's afraid he'll run into one of these guys
so it is having an effect on some people
i for one just find it hilarious, these characters seems so real
true — scare tactics work on some — but any decision made out of fear puts one in two positions: fight or flight.
So, the question 'bout "drinking and driving" is not so much 'bout a person choosing to only drink 1 beer so he doesn't have to get rapped by a man in prison (and this 'tactic' begs the question if a female driver is drunk, what is the scare tactic there?) — it is, still, about: can I beat the system (fight AND flight): taking back routes/bribing the traffic cop/affording bail/e.t.c;
My argument is this — Johannesburg ain't a small place — all it would take to STOP drinking and driving is: to allow people to drink — but not drive: which then, also, begs the question: what is the Depart of transport doing in that regard: allowing people to drink but not drive (home or to the next spot)?
My idea is simple: 24 hour public transport. The bus/train/taxis need not run every 15 minutes but every hour or two hours, say 10pm — 12pm — 2am — 4am;
*goes back to eating
i agree with you wholeheartedly Lebogang
advertising is still trying to get people to STOP drinking then driving
instead of realising that people will not stop drinking, they don't want to
the next step is, let's let them drink, but how can we stop them from driving afterwards
this is where the responsibility of the government and DOT comes in
we need safer public transport
not just that, convenient public transport
i need to know that i'll get to my place instead of taking two other taxis to get there
but unfortunately in the meantime, agencies still get briefed to tell people to STOP drinking then driving
*goes to warm her lunch
I for one have met these guys, in a holding cell. "Ons gaan Pollsmoor too!! Ek saal jou wys!! Ek is KING daar!!" (in that Cape flats accent). Still, these guys don't scare me into submission and thinking about not drinking and driving. I just think these alcoholic beverage companies are just doing their utmost to get into people's good books by doing these pseudo PSAs.
I like the treatment of this shoot ...