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Moment of Doubt

Award: Wood Pencil

Wood Pencil / TV & Cinema Advertising / TV Commercials 41-60 seconds / 2008

The ad is designed to change attitudes amongst an increasing number of young male drivers who don’t believe that driving after drinking a couple of pints is dangerous. The concept taps into the idea of enduring humiliating and awkward personal consequences after being stopped and breathalysed. The execution aims to prey on people’s uncertainty as to how much is OK and how much is too much. The action opens on a man approaching the bar and considering what to order. The barman transforms into a policeman, solicitor, car salesman then girlfriend, dramatising how life can fall apart after what seems like an unimportant decision.

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