The latest drink drive ad from the Department of Transport's Think! forsakes a horrendous car crash – or even a car – to focus on an outwardly comical moment in a pub, in a bid to connect with men aged 17-24.
'A Mate Doesn’t Let A Mate Drink Drive' follows the story of two mates and their ingenious plot to stop their pal from getting behind the wheel after one too many pints. As their friend sets down a beer on the table, one of the trio lovingly caresses his pint from behind and begins to sing a dodgy rendition of Unchained Melody – ala Patrick Swayze and Demi Moore in Ghost.
The third concerned friend joins and eventually the whole pub erupts into song. When the pint is pulled away, it becomes apparent the outburst was a rouse to stop their pal from drink driving.
Chief Creative Officer: Jon Burley
Creative Director: Jim Bolton
Creatives: Nina Beyers, Tom Espezel-Bentley, Sean Johnson, Josh Pearce
Strategy Director: Jonathan Ewles
Strategist: James Dowler
Business Director: Anna Crabtree
Account Director: Adam Tynan
Account Executive: Laura Moon
Agency Producer: Emily Brownlow
Editing house: The Playroom
Editor: Nick Allix
Post production company: Time Based Arts
Producer: Jo Gutteridge
Online Artist: Simone Grattarola
Sound house: Factory
Lead sound: Phil Bolland
Music company (license): Thirty Two Music
Re record: Native