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Binge Drinking - Male

Award: Wood Pencil

Wood Pencil / TV & Cinema Advertising / TV Commercials 21-40 seconds / 2009

A young man is at home getting ready for a night out with friends. Everything seems normal, and the mood is optimistic with music playing in the background. Then we see a series of increasingly dramatic scenes as the young man deliberately commits seemingly irrational and destructive acts of self sabotage as if they were part of the normal ritual of getting ready. We see him rip his jacket, urinate on his shoes and headbutt a wardrobe. The advert culminates by asking the audience to make up their own mind about whether their behaviour is acceptable or not: ‘You wouldn’t start a night like this, so why end it that way?’

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