Drunk driver ads instill fear

By Drum Digital
28 February 2012

A new advertising campaign against drinking and driving which features reformed prisoners as actors has aired on television, according to a report on Tuesday.

The ad campaign for the alcoholic beverages company, Brandhouse, features various scenarios drunk drivers could face if they did not make it home, the Times reported.

Theses were unscrupulous tow-truck drivers, a lecherous driver, criminals in a police van and the police.

According to the newspaper, the advertisements were a continuation of the controversial "Pappa wag vir jou" (Daddy's waiting for you) ads which warned drunk drivers that they risked being locked up with hardened criminals if they were arrested.

Justin Gomes, from FoxP2, the agency responsible for the ads, told The Times that the campaign was aimed at making people think about the consequences of drunk driving and planning how to get home safely.

He said the reformed prisoners were used as actors to give the feeling that "these guys have been there and done that."

The previous advertisement was used by murder-accused Shrien Dewani to try and convince a court that South African jails were dangerous and that he should not be extradited from Britain to face trial for killing his wife Anni.

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