Currently, alcohol is the most consumed substance in Spain among the population between the ages of 15 to 64, with a prevalence of consumption of 78.7% in the last year.

In face of society's acceptance, where no one really considers this to be a drug, the FAD (Foundation Against Drug Addiction) needed to raise public awareness of the seriousness of excessive alcohol consumption, spanning all age groups and addressing both young and mature audiences.The TV spot presents a very clear and sensitive approach not triggered at producing a feeling of guilt but rather a realistic reflection on alcohol consumption. To this end, we developed the creative concept, "The time you spend with alcohol, you steal from everything else."