Drive Dry Campaign

The campaign created by the ad agency based in Cape Town called Foxp2, is one of the most visually striking ads I have seen in a very long time.

The ad is for the “don’t drink and drive” campaign. The imagery is an image taking from inside a cop car with three of the most bloodcurdling looking gangsters you could ever imagine to be locked up with. The copy clearly states “who’s driving you home tonight” and in my opinion it fits perfectly. They didn’t try to beat around the bush with what they were trying to say, it is straight to the point and creates an amazing campaign.

With the past drive dry campaigns they have mainly concentrated on the death side of it, basically saying that when u drive drunk you may never drive again. They have now moved on to the side that puts the thoughts into your mind about what happens if you live through any situation that may unfold before you. I am sure prison is not a very exciting place and if you end up spending a night there, you can only imagine the Hanes crimes that go on from within those walls. Would you like to be apart of that?

The ad strikes the core of your being and makes the hair on the back of my neck stand on edge. It plays tricks with your mind and makes you imagine what a night with people like that would be like. All in all it is a great ad and a great campaign, its quick simple and gets the right message across.