Insurance Corporation of British Columbia begins CounterAttack campaign
By Adnews Staff
The Insurance Corporation of British Columbia will break a new campaign called “CounterAttack” today to discourage holiday party-goers from drinking and driving. The campaign, developed by Wasserman & Partners Advertising of Vancouver, consists of radio, television and print ads that will run until Dec. 31. The creative uses the theme that there are some things people can get away with during the holiday season, but drinking and driving is not one of them. “We used a light-hearted approach to capture the reality that people tend to be more social this time of year and may find themselves in situations where they go overboard,” said agency creative director Darren Warner. “We’re reinforcing that it’s all right to get into the spirit of the holidays, but it’s never okay to drink and drive, even during party season. It’s also a reminder that police will be out checking for drinking drivers.” The various executions depict over-eating, caroling, office partying, aggressive shopping and over-decorating as seasonal activities that can be excused. Additional creative will be released in January.