The 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, using the notion of having to suffer humiliating and difficult personal consequences after being stopped and breathalysed. The execution seeks to prey upon the doubt in minds as to how much is ok and too much. The action opens on a man approaching the bar and considering what to order. The barman transforms into a policeman, solicitor, car salesman, girlfriend, dramatising how life can fall apart after what seemed like a small decision.