Drunk Radio

A lot of people think they’re okay to drive because they don’t feel or sound drunk, even when they’re actually impaired. To challenge that confidence, the campaign used real drunk people in radio spots who still sounded surprisingly normal, making listeners second guess their own assumptions about what “too drunk to drive” actually sounds like. It taps into the fact that most people picture drunk driving as obvious slurring and reckless behavior, when in reality impairment can feel far more subtle.