Smart Serve Ontario has teamed up with arrive alive DRIVE SOBER for a new PSA that reminds revellers this season that, while things seem to be getting back to normal, ‘you still can’t do that’.
The new spot, created and produced by McCann Canada’s content and production division, Craft, takes a humorous approach to remind Ontarians that, while it’s great to finally be able to get out there and do the things we used to do – it’s still definitely not okay to drink and drive.
For more than 30 years, arrive alive DRIVE SOBER has been promoting sober driving initiatives and programs which have helped to contribute to a significant decrease in impaired driving fatalities. Smart Serve Ontario provides responsible beverage alcohol training and certification for restaurants, bars and other establishments that serve alcohol in Ontario.
“We know that everyone is happy to be able to get out in the world and have some fun again,” said Richard Anderson, executive director at Smart Serve Ontario, “but the fact remains that even one drink can affect your driving – there really is no safe amount. As people get back out there, we want to drive home the message that if you’ve been drinking, getting behind the wheel is never worth the risk.”
“This was an important campaign for us to get involved with,” said Travis Wood, head of content at Craft Canada. “We had the pleasure of working with the incredibly talented director, Jonah Haber, who delivered on our idea to produce a funny, modern take on alcohol consumption in a ‘coming out of COVID’ type of world. Jonah brought on Adam Madrzyk, a brilliant cinematographer known for shooting with Drake, and together they brought the creative idea to fruition. A special shout out to Studio Feather, who donated their time to colour grade the piece.”
Adds Travis: “The project wouldn’t have been possible without the support of ACTRA and some truly amazing talent. The spot features more than 15 on-camera talent, and we only had one day to pull off three totally unique set-ups. Props to the whole team.”
The new TV spot will air heading into the holiday party season. McCann’s media team worked with TV stations to secure airtime.