This ad is designed to shift attitudes amongst an increasing number of young male drivers who don’t believe that driving after drinking a couple of pints is dangerous. Communication based around crashing and injury is no longer as likely to affect the behaviour of this vulnerable group. However, the notion of having to suffer a variety of humiliating and difficult personal consequences after being stopped and breathalysed is compelling, distressing and relevant. The execution seeks to prey upon the doubt in people’s minds as to how much is ok and how much is too much. The action opens on a young man approaching the bar and considering what to order. The barman then eerily transforms into a variety of characters – a policeman, solicitor, car salesman and girlfriend - dramatising how a life can fall apart after what seemed like a small decision.

KSI (killed or seriously injured) data is not yet available. However ACPO data shows that a 6.4 % increase in number of breath-tests conducted in the 2007 Christmas period with 19.6% fewer people tested positively or refusing a test.