“If You Drink, Don’t Drive”

Los Angeles-based Boxer Films director Rodrigo Garcia Saiz gets literal in the provocative (and bloody) new :60 “If You Drink, Don’t Drive” for Coexistence without Violence out of the Mexican agency Anónimo.  Coexistence without Violence emerged in 2005 out of a movement that aims to promote a culture of legality, safety and health amongst young adults. Produced by Saiz’s Mexico City-based Central Films, the spot features four youths cheerfully leaving a bar at night, stumbling into a parked car. The all-too familiar scene quickly devolves into a bloodbath, highlighting the deadly consequences of drinking and driving.

 

“If You Drink, Don’t Drive” opens on a dimly lit alley with a neon blue ‘BAR’ sign on one side and a parked car on the other. As the bar’s double doors swing open, energetic dance music spills out along with four drunken men and women. Both women and one of the men laugh and dance their way into the car, taking their places in the passenger seats. Upon closing the car doors, the remaining man casually walks around back to his trunk where he pulls out a loaded shotgun. One after another, he dispassionately shoots each of his friends, their blood splattering across the windows. He then walks to the driver’s side where a super appears, “It doesn’t matter how. Killing your friends is killing your friends.”  The spot closes with the tag, “If you drink, don’t drive,” as the man starts the car and drives away.

 

Click the link to view the work http://bit.ly/IzacJl

 

Client: Coexistence Without Violence

Title: “If You Drink, Don’t Drive”

Agency: Anónimo

Chief Creative Director: Rafael Martinez

Creative Directors: Raymundo Lopez, Arturo Castilla

Art Directors: Jorge Mendez, Aldo Chavez

Copywriters: Carlos Allec, Alex Gonzalez, Aldo Chavez

Director General: Alejandra Ballesteros

Agency Producers: Alejandro Fernandez

Production Company: Central Films

Director: Rodrigo Garcia Saiz

Editor: Leonel Perez

Post Production: Leonel Perez, Central Films

VFX: Central Films

Audio: Bernardo Bravo, Zona Cero Audio