COUNTERATTACK BEGINS CAMPAIGN IN B.C.
By Adnews Staff
Palmer Jarvis DDB of Vancouver has created a new advertising campaign for CounterAttack, an anti-drunk driving initiative in British Columbia. The effort consists of four television commercials. The first ad, called "Beer in Hand," describes the stigma of having a drinking and driving conviction. In it, a man gets out of bed, waits for a bus, enters his office and takes part in a meeting, all while holding a pint of beer in his hand. The second ad, called "How much can you handle," shows a construction worker with a bag of cement on his shoulder. He tells a co-worker to add another bag and collapses under the weight. Later the man is in a restaurant. He takes a bite out of a hot pepper without considering its effect. The final scene shows the man at the bar ordering drinks. The text, "No one really knows their limit" appears on the screen. The third ad, called "Lucky Girl," depicts a woman tripping and hitting her head in a bar. The last ad, "Tow Trucks," focuses on enforcement. In it, people are towed away in the chairs in which they are sitting. The ads use the tagline "Drinking Driving CounterAttack." The television campaign is being accompanied by radio and print advertising.