The Nova Scotia Liquor Corporation (NSLC) has launched an anti-drunk driving campaign for the holidays that features vehicles behaving like their inebriated owners.
The campaign includes two television spots as well as print, out-of-home, online and point-of-sale creative, all developed by Bedford, N.S. agency Revolve.
The television spots each depict scenes in driveways outside of holiday parties, where vehicles are engaged in conversation. In one spot, a speech-slurring, female-voiced car insists to her sober friend that the beaten-down truck across the road is “cute” and worthy of a hook-up. The spot ends with a cab that rolls up in front of the party, its male driver declaring, “If you’ve had a few, your car has, too.”
Matthew Allen, creative director at Revolve, said the new campaign continues the lighter approach the agency has applied to the NSLC’s responsible drinking campaigns, which are aimed at consumers aged 19-34, in the past several years.
“It’s a fickle audience and we’re looking for an engaging way to get in front of them,” said Allen. “It’s not to say that humour is taking over from a serious situation, but the non-consequential approach has worked very well for us in the past.
On the holiday front, Revolve is also championing local businesses with its Merry Local initiative, a public extension of the agency’s policy of encouraging staff to buy gifts from local independent stores.
Revolve recently took out a full-page ad in Halifax’s free weekly newspaper The Coast that promoted local shopping, as well as a Coast-run contest that will reward one local-minded holiday shopper with an iPad.
Revolve has also introduced a Twitter hashtag, #merrylocalchristmas, and encouraged consumers to tweet about local shopping experiences.
