I exposed my embarrassing appearance and complained about the influence of drunk driving.

I exposed my embarrassing appearance and complained about the influence of drunk driving.

For years, Japan’s Okinawa Prefecture ranked number one in drinking and driving incidents, so we set out to make a difference by showing the real cost of driving while under the influence of alcohol. Our principal for the spot, Keisuke Miyagi, crashed his car while driving drunk. He lived, but his brain injury left him mostly paralyzed, unable to do anything on his own. No one else was involved in the accident, making him an ideal candidate for the part. The documentary style of the spot ads to its authenticity, amplifying the strength of the advertisement. At the end, Miyagi is seen drawing an X through the character for alcohol in “don’t drink alcohol and drive,” emphasizing that if you drink, don’t drive. After the ad, Okinawa Prefecture’s drunk driving ranking dropped from number one to number four.

Accident drinking accident decreased by 22 points from 12.2% (5 out of 41), 16 years (34.2%).