South Africa has one of the highest drink-driving accident rates in the world. We were briefed to create a campaign targeted at male drivers, who are statistically more likely to drive under the influence of alcohol. Our research showed that they were not fazed by advertising featuring gory accidents, so we tried a different approach. We created a TV commercial featuring outtakes from what appears to be a dating show in which men describe the partner they are looking for. As the ad progresses, we realise that the men talking are prisoners, and the partners they want are men on the outside.
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