It is now half a century considering that the government began warning of the risks of drinking and driving at Christmas. We look at how the Tv ads have changed.
The festive season is a fun time – but it’;s also 1 when people are much more most likely to be tempted to risk drinking and driving.
And an evening that has been complete of high spirits can finish in a tragic accident.
Sobering pictures
That is the theme of the newest anti drink-driving advert by the Believe! road security campaign, which features Kool and the Gang’s jaunty “Celebration” against a backdrop of emergency workers dealing with the aftermath of a road crash.
The new ad was launched on the 50th anniversary of the 1st anti drink-driving public details film in 1964.
Attitudes to drink-driving have changed drastically because then and connected deaths have dropped sharply, from 1,640 in 1967 to 230 in 2012.
It’;s exciting to look back on how the films have changed over the years – and to reflect on which approached have been the most efficient.
I personally feel these adverts have created a valuable contribution to the change in public attitudes that has made drink-driving increasingly unacceptable.
1964 – The office party
This black and white advert featuring revellers at an workplace party has a plummy, Harry Enfield-style voiceover, and casual references to eye-popping levels of alcohol consumption, that make it appear virtually like a parody.
The theme is that girls should not let the guys in their lives drink and drive because, “Soon after 4 single whiskies the likelihood of an accident is twice as much, following 8 whiskies it really is 25 times as a lot.”
1970s-2004 - ‘Stupid Git’;
For the duration of the 1970s and 80s the adverts mostly featured young males with dodgy haircuts who lose their licences through drink-driving.
In the 1979 “Stupid Git” advert the guy feels that he’;s fine to drive with a few drinks inside him as lengthy as a “stupid git” doesn’;t step out in front of him.
But following obtaining breathalysed he realises that he’;s the a single who’;s not so clever.
In the 1980s’ advert yet another young man uses a telephone in the hall (yes, I bear in mind those) to get in touch with a minicab, and is outraged when he realises it’;ll take 2 hours.
Subsequent adverts take a a lot more serious tone.
Instead of the focus becoming on the inconvenience of losing a licence, it is on the terrible consequences of causing death by drink-driving.
The 1990 advert characteristics a child crying as she hears her mother berate her father for obtaining killed a small boy in a drink-driving accident.
While in the “Pub Chat Up” advert an attractive girl is shown being smashed and injured in a premonition of what may occur if a drunk man had been to driver her residence.
2007 – Moment of doubt
Typically referred to as “the barman advert” this is my personal favourite, and the a single I consider is the most effective.
It features a man approaching the bar, when suddenly the barman shifts character and starts speaking like the policeman who has pulled him over for a breathalyser test.
Then the boss who has to sack him because he’;s lost his driving licence, then his reproachful wife.
The actor snaps back into getting a barman and asks, “So, what is it going to be?”
To which the only attainable answer for drivers, is, “Um, an orange juice please.”
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50 years of anti drink-driving adverts
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