Don't you just love a good pun?
Anyway, pun or not these ads are powerful stuff. i think just to get an overview I will look in depth into the idea of the drink driving ad campaigns.
This one is an old one. Yet I noticed it still has the same pay off: if you drink and drive, your a bloody idiot.
Addressing the typical or sterotypical kiwi bloke. Attempting to address a problem which it seems is an accepeted part of kiwi culture. In the latter scenes you can see him given a drink 'one for the road.'
http://www.youtube.com/watch?v=VN8oWsMvxtw&feature=related
This ad is from 2000. What I found interesting is that he was given a drink and it seemed generally accepted that he was fit to drive home.
However I wonder if such an ad would be aired now? Can we imagine a drink driving ad which the person who dies is encouraged to have a drink before he leaves? Is this potentially a shift in kiwi drink driving cutlure in the last decade?
*** thought to progress on with is that perhaps I could shock the audience with a person encouraged to drink before driving.
Or even: A particular issue in the media early to middle last year was under age drinkers. Is this a possible target. Parents? Adults?
Re reading the brief: ".. sits within an advertising context but also clearly reflects the culture it is within."
ReplyDeleteWhat I must stick to is that kiwi culture. However refraining from being too culturally cringggge. Stay away from something stereotypical yet retaining the new zealand context and identity.