The anti-drunk-driving campaign dramatises the possible consequence of landing up in prison and, most worryingly, who you could end up sharing a cell with. The campaign, supported by consumer research, was premised on the fear factor and the belief that the prospect of arrest and incarceration is a powerful deterrent to drunk driving. The company considered the hard-hitting approach to be justified in light of the significant problems South Africa has with drunk driving.
Complainants felt the advertising was:
Phumza Rengqe, corporate social responsibility manager at brandhouse says its strategy was not simply to raise awareness but to change consumer behaviour.
"The attention around this advert has got South Africans talking and thinking about drunk driving, particularly over the high-risk festive season. We have received a lot of positive feedback from consumers who say the advert has made them stop and think and make the responsible choice which is to never drink and drive again. This is very encouraging because this was the aim of the campaign."
High levels of endorsement have also come from the national Department of Transport, the Road Traffic Management Corporation and Robin Carlisle, MEC for Western Cape of Transport.
Rengqe added that together with government and other organisations, a hard-hitting approach must be taken in educating people about the consequences of their actions. "Everybody must work together to combat the problem of drunk driving."
She added that the ASA ruling came at a sad time. "We were deeply saddened to hear of the tragic passing of one of the lead actors in the ad, Francois Tiemie. We send our deepest condolences to his family."
