Regret Trumps a Hangover - Sao Paulo State Government DUI Ads (GALLERY)

This creative ‘Don’t drink and drive’ campaign by the Sao Paulo State Government shows you that there is something much worse than a hangover on the following morning after a wild night--regret.

While a bad hangover can be managed by some strong coffee and headache medicine, a lost leg, disability or the guilt of killing an innocent person will haunt you for the rest of your life.

The second part of the campaign cleverly shows that as you drink more (see the increasing pile of coasters) your senses and judgement become more blurry.

The 2008 Sao Paulo State Government campaign was created by Lua Branca, São Paulo, with creative team Rodrigo Gonzalez, Hermes Jurkowitsch, Alexis Leiria, and Ebbeto.

The solution is simple: Don’t drink and drive. Check out our recent DUI cluster below for even more motivation.