In the music video-style spot featuring a catchy, ungrammatical track--"Drink don't dumb," the vocals sing--a parade of partygoers demonstrates the risks of drunk-smoking, drunk-dialing, drunk-kissing, drunk-flying, drunk-peeing and drunk-shoving your coworker's face into a giant spikey durian fruit. Through all the wackiness, SangSom's admonition to young people is apparent: don't do anything you'll regret.

Believe it or not, Thailand is on the list of top alcohol-consuming country in ASEAN. Especially in mid-April, people will celebrate Songkran, Thai New Year Festival, with all the fun until they got too recklessly drunk. And that, unfortunately, is the cause of increasing number of accidents in Thailand.

SangSom, one of the largest alcohol beverage brands targeting young Thais want to remind young generation to drink appropriately for fun and stay conscious.