Getting drunk is a bonding experience that plays a central role in how young people socialise in England. It adds excitement and unpredictability for an age group that “lives for the moment”.

This TV commercial challenges 18-24 year old girls who drink excessively to consider the consequences of their actions on a night out by displacing drunken behaviour and placing it in a sober environment to bring the darker consequences to the fore.

The core creative idea is articulated as a question to place the burden on the audience to decide for themselves if their behaviour is acceptable or not.