The Utah Department of Highway Safety ad campaign presents an obvious ultimatum: "Drive sober or get pulled over." Since people are often more easily persuaded when it comes to public ridicule and financial consequences, this ultimatum is rather promising.
Created by Salt Lake City-based ad agency R&R Partners, the Utah Department of Highway Safety campaign is creatively clever. It depicts spilled wine, beer and whisky as liquid handcuffs that are opened to capture the drunk driver. The digitally manipulated, still-life studio shots are a refreshing change from morbid drunk driving ad campaigns that focus on the mortality of car crash passengers.
The Utah Department of Highway Safety ad campaign was creative directed by Kyle Curtis and designed by A.J. Bell.
Stats for Liquid Cuff Ads
Trending: Older & Average
Research: 6,148 clicks in 216 w
Interest: 3.9 minutes
Concept: Utah Department Of Highway Safety
Related: 40 examples / 31 photos
Segment: Neutral, 18-55
Comparison Set: 15 similar articles, including: team-building mobile ads, propaganda poster drinking ads, and responsible party hotels.
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