1 in 3 road deaths are caused by drink-driving in France. The TV spot 'Electrochoc' talks directly to potential drink-drivers' friends and family showing what happens if you don't hold someone back. 'Electrochoc' graphically depicts what happens in that case. We see a true-to-life road traffic-accident and an emergency crew struggling to save the driver's life. The scene is juxtaposed with 'sound-bites' of his best friends pleading with him just a few minutes earlier not to get behind the wheel drunk, but they let him go.

"If you hold someone dear, hold him back" is the new approach taken by the French Road Safety in its latest national campaign.