# Drink-Driving Urinalyzers The McFarland Pissalyzer Wants to Prevent Drunk-Driving with Graphic PSA By Jordan Sowunmi | Published 2011-05-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mcfarland-pissalyzer References: [adweek](http://www.adweek.com/adfreak/publicis-pissalyzer-warns-you-when-youve-had-enough-131661) & [facebook](http://www.facebook.com/pages/McFarland/32926296844?sk=info) In a PSA for beer company McFarland, Italian ad agency [Publicis Milan](https://www.trendhunter.com/trends/ad-that-saves-energy) has developed an entirely new way to [prevent people from drunk driving](https://www.trendhunter.com/trends/drunk-mode-locker) -- the McFarland Pissalyzer. The way the McFarland Pissalyzer works is through a small black square placed at the bottom of the urinal which [measures the length of urination](https://www.trendhunter.com/trends/peetracker). After 25 seconds -- the amount of time the average urinal trip takes if you've had one pint -- you receive a warning on the little black square advising you to take a cab home. The McFarland Pissalyzer is not a bulletproof idea, (what happens if you drink a ton of water all night and then use the urinal?) but it does add another intriguing dimension to the age-old debate about what lengths the government/alcohol companies/ad agencies should go to in preventing people from drunk driving, and what are the most effective. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 38% | Activity: 54% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What's Driving This Trend - **Smart Urinalysis:** Developing urinalysis technology to detect alcohol consumption and prevent drunk driving through public restrooms. - **Real-time Public Service Announcements:** Using interactive displays in public restrooms to provide real-time PSA messages about alcohol consumption and drunk driving. - **Personalized Prevention:** Creating personalized apps or devices that provide real-time guidance on safe levels of alcohol consumption based on an individual's physical characteristics and alcohol tolerance. ### Who This Affects Most - **Alcohol:** Developing and marketing products that include smart technology to detect and prevent alcohol consumption and drunk driving. - **Public Health:** Partnering with ad agencies to create innovative public service announcements and campaigns to raise awareness of the dangers of drunk driving. - **Technology:** Exploring new technologies such as sensors, machine learning, and artificial intelligence to develop smart urinalysis devices to prevent drunk driving. ## Related on Trend Hunter - [Alcohol-Monitoring Bracelets](https://www.trendhunter.com/trends/alcoholmonitoring-bracelet.md) - [Drunk Driving Detection Tools](https://www.trendhunter.com/trends/drunk-driving-detection.md) - [Non-Invasive Urine Devices](https://www.trendhunter.com/trends/u-scan.md) - [At-Home Urine Analysis Tools](https://www.trendhunter.com/trends/urine-analysis-tool.md) - [Pebble-Shaped Urine Scanners](https://www.trendhunter.com/trends/uscan.md) - [Drug-Detecting Drink Strips](https://www.trendhunter.com/trends/greenlane.md) - [Workplace-Focused Alcohol Breathalyzers](https://www.trendhunter.com/trends/alcohol-breathalyzers.md) - [Sober Driving Beer Campaigns](https://www.trendhunter.com/trends/when-you-drive-never-drink-1.md) - [Disease Detection Toilet Tablets](https://www.trendhunter.com/trends/urify.md)