18 Aug, 2009

The eyes have it

Posted by: admin In: Creative Review

Agency: Leo Burnett; director: Ringan Ledwidge; production company: Rattling Stick

The UK Department for Transport has turned its attention to driving under the influence of drugs, rather than drink, in its latest PSA…

The spot, directed by Ringan Ledwidge, focuses on how eyes give away drug consumption as a group of bug-eyed youths are shown driving around town before being pulled over by the police. Eschewing the shock techniques more commonly seen in drink-drive commercials, this one ends simply, with a tagline stating ‘Drug driving. Your eyes will give you away’, while a voiceover points out that the penalites for driving under the influence of drugs are the same as that of drink. This subtle approach is refreshing, but will it do enough to deter?

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