To break through the drinking public’s natural immunity to anti-drinking and driving advertising, we created a series of 20-second TV commercials that break through their defenses in an unusual way. Each ad showcases warm, feel-good home footage of a young child learning to walk, eat or talk for the very first time.

Heart-warming moments, ending with a surprise message: Learning to walk/talk/eat may have been hard the first time, but it’s much harder the second time, if you have to do it all over again as an adult. Something that’s a grim reality for those who have suffered brain damage after an alcohol-induced accident.