Legend.

This anti drink driving ad from New Zealand is brilliant.

Unlike most ads that tackle drink driving, it feels like there is a true understanding of how the problem actually works in real life; that they see the difficulty involved in telling someone who has had a few not to do it. They don't patronise, they don't come at you from a higher moral ground or use shock value to create impact. Instead, they created something surprising. An ad for drink driving that might actually have an effect.

To rework it so that the core message is about the positive outcome of not drink driving, but still referencing what could happen in a different and entertaining way is brilliant. Telling a sober person not to drive when they get drunk is never going to be easy to do, but turning you into a hero (even in your own head) for doing the right thing is a great way to try and reframe the problem in a way that might actually change the overall behaviour, even if it doesnt stop someone wanting to drive drunk initially. This ad fully deserves the praise it is getting.

Good government advertisers... legends.