Buzzed Driving is Drunk Driving

Traditional drunk driving campaigns often focus on catastrophic outcomes, but research showed this approach can be ineffective, as many people think, "It won’t happen to me." We shifted the focus to the financial consequences of buzzed driving, which are often far greater than most realize. By highlighting these real-world costs, we aimed to emphasize the seriousness of exceeding the limit. The concept for the spot below was inspired by the classic game "monkey in the middle," with the driver caught between the potential consequences of buzzed driving. I worked closely with director Ian McKenzie on set to bring the message to life.