Drunken driving ads instil fear

2012-02-28 12:30

Johannesburg - 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.

These 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 drunken 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 drunken 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.

  • Jean-Marc - 2012-02-28 12:38

    Maybe if the public had a decent RELIABLE and SAFE public transport system that ran 24 HRS A DAY, maybe there wouldnt be such high incidents of drunken driving. Until then, people will always continue to drink n drive as THERE IS NO CHOICE.

      jaz82 - 2012-02-28 12:41

      Yea, cause the Taxi's charge like R13 per KM, that is your hele dop geld for the evening if you have to travel for like 30km. It is too expensive

      Marion - 2012-02-28 12:50

      There is always a choice.

      Desiree - 2012-02-28 12:51

      bulls**t - there is ALWAYS a choice!!

      Gus - 2012-02-28 12:53

      So you justify drinking and driving because there is no proper public transport. Real intellectual you are !! And the problem is, too many South Africans share your pathetic excuse. Anybody who drinks and drives should be locked up. No excuses. It's amounts to murder if somebody dies because of drinking and driving. Your 'reasoning' is nothing but shocking.

      jaz82 - 2012-02-28 12:57

      Gus dont give yourself a nose bleed ffs

      cheryl.kristiansen - 2012-02-28 12:59

      @Jean-Marc. What a pleb you are. Hope you don't live in Joburg (another nutter i'd have to watch out for)

      David - 2012-02-28 13:09

      Disagree - Drunk driving is a crime as well as being bllody dangerous to other road users. Nobody wants a drunk on a bus either. A few choices here 1. Drink at home 2. Have a mate with you who is a designated driver 3. Use companies like Good Fellows - they are not ecessively expensive.

      koo.doyle - 2012-02-28 13:10

      There is ALWAYS a choice. Taxi's, sleeping at a friend, and the plethora of companies like Goodfellas, Road Trip, Nite Owls. There is NO excuse!!!!

      Sportmal - 2012-02-28 13:16

      @Jean-Marc I don't agree with you for making excuses for drunk driving, since you don't just put your own life at risk, but the lives of the other road users as well. Where I do agree with you is that government (local & national) is trying to solve the problem from the wrong way around. I say let's get some decent public transport (that is also safe & affordable), not only to keep drunk drivers of the roads, but also lighten the load on our roads, lessen our petrol usage and create some job opportunities. But I hope your not planning to use that excuse when you get pulled over by a cop.

      piet.dupreez2 - 2012-02-28 13:49

      You Always have a choice, Like choose family first

      Marion - 2012-02-28 14:02

      @Rabbit - it is illegal to use public transport if you are drunk. Or walk in the street. But no one ever enforces those laws unfortunately.

      jaz82 - 2012-02-28 14:09

      And before people start acting like a bitch about jean's comment, it states that people will still do it and if public transport is more efficient, people will use it

      BassmasterSA - 2012-02-28 14:30

      Bulldust! There are normal taxis everywhere in Cape Town. Sure it's R10-R12 a kilometer but I would rather pay R100 to get home safe than sleep next to pappa! You can also use goodfellas etc to drive you home with your car if you have had to much to drink! THERE IS A CHOICE! STOP MAKING EXCUSES!

      Juan - 2012-02-28 14:43

      There's always a choice, how can you condone drinking & driving you must be out of your mind!!

      John - 2012-02-28 20:31

      I have to wonder how many who have leveled scathing attacks have ever driven home over the limit....

      Ndivhuho - 2012-02-29 07:44

      the blame game is getting old. South africans are just lazy and they want the goverment to do everything for them. u drive drunk and kill people and blame the govt for the bad public transport system.

  • Shirley - 2012-02-28 12:44

    Problem with these ads is-its an ad,everyone knows its acting. Show real footage of road carnage,people doing time for drunk driving etc. If you want real results you have to show the person the real deal!

      Marion - 2012-02-28 12:52

      I think the DA showed the real deal over December and were criticized for that. I agree with you though, show the devastation in full colour and the broken lives left behind.

      Tammy Fieldgate - 2012-02-28 17:59

      good idea

  • dirk.smit1 - 2012-02-28 12:45

    Good, it is about time.

  • Gus - 2012-02-28 12:56

    @jaz82 - So you put a price on some innocent person's life then. You don't want to spend R100 to get home by taxi, so rather drive drunk and possibly kills somebody's child to save R100. I really hope you don't have an occupation where they require you to think...

      jaz82 - 2012-02-28 12:58

      tell that to your mom

      koo.doyle - 2012-02-28 13:12

      There is no reasoning with idiots like jaz82, Gus. Arrogant little pricks who think the world owes them a living, and are happy to spend a few hundred on drinks, but too stingy to pay R100 for the taxi.

      tinkerbell7 - 2012-02-28 13:35

      OMG!!@jaz82... Lets say you were drunk and hit a car and killed a child, or a mother and father and left their child to the state. Well i guess then you could go to jail and be on the next Drunken driving ads! What a way to be famous! @Gus, you should rather explain it to Jaz82 as a "job" Occupation is an intellectual that some wont understand.

      Desiree - 2012-02-28 14:02

      aaah...jaz82 - I only hope that you dont have to be that statistic to your own mom speak like a TWAT!!

      jaz82 - 2012-02-28 14:25

      And you speak like a commoner

      Lorenzo - 2012-02-29 09:12

      But Gus, what if you’re drinking and joling every day?? That’ll will be R100 every day. And besides a designated driver Is the worst thing to be. Because sober people are boring and miserable when they’re around drunk people ? lolz. You all are playing into jaz82’s games. He’s trying to get you all riled up… and its working.

  • Gus - 2012-02-28 13:00

    @jaz82 - Ever had your child killed by a drunk driver. I guess not. You'll sing a different tune to the arrogant BS you're spewing out now.

      jaz82 - 2012-02-28 14:05

      GUS IF YOU READ WHAT THE FIRST PERSON SAID, she said that if the government can help with decent transport etc, she did not say that is an option to drink and drive, so before you act like a bitch about things, read the comments properly

      Juan - 2012-02-28 17:43

      @jaz82 until such time as the government does something about it, PLEASE don't drink & drive. Inoccent people are killed by drunk drivers. There's absolutely no excuses

  • ChristopherGlenHarrison - 2012-02-28 13:04

    I find that 'Papa Wag vir Jou' ad disturbing. Is it really ok for the government to use possibility of sexual assault or rape in prisons as a threat against citizens? Aren't you supposed to be protected once you're taken into custody? This really is outrageous - these ads implicitly condone the use of sexual assault and rape as an extra-judicial punishment to be imposed on drunken drivers even before they have appeared in court. Hmmm....What about that whole 'constitution' thing?

      Hannes - 2012-02-28 13:12

      what constitution thing? oh, you mean that peace of paper produced everytime SA needs to save face?

      Bardy - 2012-02-28 13:13

      It's not the government making these adds. It's the alcohol beverage company, Brandhouse themselves that made these adds.

      Heiku - 2012-02-28 14:00

      Excellent comment. Marketing people are extremely cynical brainless people though. If you think to much about advertising your brain will explode.

      Marion - 2012-02-28 14:06

      @Christopher - you can always complain to the advertising complaints commission about the ads if you believe you have a valid point. There is a very real chance of being raped in prison (not just in SA) and, no, they don't stand guard over the people 24/7 to ensure that they are not raped.

      John - 2012-02-28 20:37

      It has been found that "scare tactics" don't have a long term effect on changing a persons mind set. They may shock you when you see them, but then it passes. When you in the pub with your mates its the last thing you remember. Its education, public awareness and a mind set that has to be instilled

  • Barrie - 2012-02-28 13:13

    WOW Jean... Bad call, me and three mates are always drinking together. We have a night out each week, and a different designated driver each week. That means once a month I have to stay sober and be a reponsible ADULT!! Not too hard is it..

      Marion - 2012-02-28 14:06

      Well done Barrie and mates...

      Heiku - 2012-02-28 14:23

      Sounds boring. Not the staying sober part but the 'responsible adult' part.

  • Gareth Jones - 2012-02-28 13:16

    You don't have to drink to get as drunk as you can every time, you can save a lot of taxi money and future hospital bills that way.

  • baryn.leach - 2012-02-28 13:16

    We need reliable people to drive our public transport and we need regular checks on the public transport to see if they are road worthy. Plus they need to do away with those mini-bus taxis.

  • disasternw - 2012-02-28 13:25

    There is always a choice

  • Kimon - 2012-02-28 13:32

    There is no justification for drinking and driving... if you kill someone you deserve jail!

  • Dave - 2012-02-28 13:32

    SA's current legal limit for blood alcohol content (BAC) whilst driving is 0.05g/100ml accordingly to Arrive Alive website ( This means that you MAY drink and drive on SA roads, so long as you do it RESPONSIBLY and are within the limit. There should be more effort put into educating road users as to what is responsible drinking and what each individual's limits are depending on age, sex, weight etc. These scare tactic advertisements paint the picture that should you drink at all and be stopped in a road block you face time behind bars, which is wrong. If you plan what you are going to drink and pay attention to how long you have been drinking etc you can still go out and enjoy your evening with a drink or two and drive safely. If you want to get pissed... then stay at home or get a taxi. Here is a good website that give estimates of BAC after a few drinks dependant of your age, weight and sex.

      Marion - 2012-02-28 14:09

      @Dave - I checked out those estimates once and they confused the hell out of me. Problem with a lot of people is that once they start drinking they don't know how to stop and responsible drinkers will know that those ads are not directed at them.

  • Jaco - 2012-02-28 13:39

    @Jean-Mark. I agree with you to an extent. Not everybody is as noble and saintly as all your critics seem to be (like it or not). A safe affordable transport system would make it a lot easier for people to go out to a restaurant, have a glass of wine (or two), and do the right thing by not driving home himself. But ye, having said that, you always have a choice.

      Marion - 2012-02-28 14:10

      @Jaco, there are companies that you can pay a monthly membership fee to and they will fetch you and then charge you for the trip. A good deal I think if one is a person who regularly attends events where alcohol flows freely.

      Heiku - 2012-02-28 14:24

      aka alcoholic

  • Roann - 2012-02-28 13:54

    I drink and drive because there is no alternative affordable transport. A lot of people will gun me down for this however only when the transport is affordable safe and reliable I and many others will stop.

      Desiree - 2012-02-28 14:03 big of you to admit to being a complete & total ASS

      Gareth Jones - 2012-02-28 14:05

      Better hope the family of the person you kill doing that will agree with you.

      Linda - 2012-02-28 14:07

      Roann, I'm not going to gun you down but consider what you're gambling with. Apart from the lives of others, you are an accident waiting for a place to happen. And if you're not killed there's a good chance you will end up damaged for life. Get a grip. Try staying sober.

      David - 2012-02-28 14:08

      Roann - you are a total idiot - if you crash into my family I will hunt you down.

      Marion - 2012-02-28 14:11

      Maybe you'll stop sooner if you actually kill someone in an accident. Even if they caused the accident the book will be thrown at you to my knowledge because you were the one whose alcohol level was too high and you may have avoided the accident had you not been p****d.

      Marion - 2012-02-28 14:12

      Oh yes, check your vehicle policy and see what it says about drunk driving accidents and payouts.

      Jaco - 2012-02-28 14:37

      Look, no one can dispute that you should never drink and drive. But I’m always careful when throwing stones. Driving when tired, stressed out, angry, old (kidding) or in a hurry can sometimes be just as dangerous. Or just being plain stupid. Take Cape town drivers for example (they don’t even have to be drunk to be a major hazard on the road) (kidding). And if I’m honest, I can’t with a clear conscious say I haven’t done any of the above (including being plain stupid). Problem is, they can test your blood-alcohol levels and fine you (and have people call you names from their high horses), but can’t fine you for being angry or stupid.

      Roann - 2012-02-28 14:41

      the money i pay in taxis goes to people who dont even try to work so they can get grants for having many children and free electricity. use my taxes on improving infrastructure in our country and many lives would be saved

  • Tammy - 2012-02-28 14:03

    drinking and driving kills - finish and klaar

  • Yolanda - 2012-02-28 15:20

    I'm just perplexed at how it had to get this far! I mean, i'm sure we all know the dangers of drinking and driving. I'm sure we don't really need an ad to instill fear in us. Besides, these ads will not work. it's either you are a responsible driver or you are not. If the road accident stats have not instilled fear in you, these ads sure won't.

  • Karena - 2012-02-28 16:10

    Drink and drive never a choice, lost my sister to a drunk driver, as well as almost lost my husband when i drove home, very scary if going out make sure you have reliable good friends whom will make sure you safe no matter what and if you cant call a taxi .... your life, their life everyones life is worth it! stay alive

  • grantdutoit - 2012-02-28 19:04

    I've used Drive Wise a few times ( They're a designated driver service and will get you and your vehicle safely. They were pretty good. At least now I can still go out and not have to worry about anyone being at risk. It's a solution to the lack of public transport and they don't charge R13pkm. I think they were actually the cheapest!

  • Ovayo - 2012-02-29 07:43

    My concern with these ads is the fact that the government officials, especially correctional services are silent about them. Meaning they do not see a problem with prisoners raping and killing each other. To me it seems as if they are giveing power to the prisoners who are commiting these crimes, in prisons. Why call them correctional facilities then?

  • delmainec - 2012-02-29 08:11

    Let the truth be told the "Pappa wag vir jou" ad campaign was a huge success, look at the stats. I say what better way to create awareness if you don't instil fear... Dankie FoxP2

  • Lionel - 2012-02-29 10:03

    This is a joke: how many ANC acolytes have done gaol for dui?

  • carolyn.dewrance - 2012-02-29 10:23

    If you drink and drive, then just make sure you kill yourself and no one else. I think all alcohol should be banned in South Africa. Bunch of supps you are. and No I dont drink.

  • natasha.fukuchi - 2012-02-29 10:27

    jaz82 - R13 per km is oo much to pay for taxi fare to get home? More expensive than getting caught in a road? More expensive than possibly losing your job? Having a criminal record? Potentially killing someone's mother? daughter? father? Uncle? R13 per km is more valuable than a guilt free night out? South Africans have their priorities all screwed up. Use a service like Goodfellas.

  • pages:
  • 1