# Liquid Cuff Ads The Utah Department of Highway Safety Campaign Urges Sober Driving By Meghan Young | Published 2012-02-28 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/utah-department-of-highway-safety References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/02/utah-department-of-highway-safety-alcohol-cuffs/) & [rrpartners](http://rrpartners.com/) The [Utah Department of Highway Safety](https://www.trendhunter.com/trends/twisted-soda) 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](https://www.trendhunter.com/trends/aviation-gin-commercial) 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. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 59% | Activity: 55% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Creative Ad Campaigns:** Creative ad campaigns like the Utah Department of Highway Safety's 'Liquid Cuff Ads' use unique visuals and clever messaging to grab attention and promote important messages. - **Digital Manipulation in Advertising:** The use of digital manipulation in advertising, as seen in the Utah Department of Highway Safety campaign, allows for the creation of eye-catching and impactful visuals. - **Humor in Public Awareness Campaigns:** Incorporating humor into public awareness campaigns, like the Utah Department of Highway Safety ad campaign, can help engage the audience and increase message retention. ### Sectors Adopting This - **Advertising and Marketing:** The advertising and marketing industry can leverage creative ad campaigns like the Utah Department of Highway Safety's 'Liquid Cuff Ads' to develop effective and attention-grabbing campaigns for their clients. - **Graphic Design and Photography:** Graphic design and photography professionals can explore the use of digital manipulation techniques, as showcased in the Utah Department of Highway Safety campaign, to create visually stunning and impactful imagery for various industries. - **Public Safety and Awareness:** Public safety organizations and advocacy groups can take inspiration from the Utah Department of Highway Safety ad campaign's use of humor and creative visuals to raise awareness and promote responsible behaviors. ## Related on Trend Hunter - [Responsible Alcohol Consumption Campaigns](https://www.trendhunter.com/trends/call-it-a-night.md) - [Road Safety Spirit Campaigns](https://www.trendhunter.com/trends/captain-of-the-night-campaign.md) - [Limited-Edition Rail Safety Beers](https://www.trendhunter.com/trends/rail-safety.md) - [Winter Alcohol-Safety Initiatives](https://www.trendhunter.com/trends/winter-water-safety.md) - [Safety-Focused Holiday Mocktails](https://www.trendhunter.com/trends/holiday-mocktails.md) - [Trendy Sobriety Campaigns](https://www.trendhunter.com/trends/sober-chic.md) - [Vibrant Retro Transport Campaigns](https://www.trendhunter.com/trends/public-transport-safety.md) - [Law-Criticizing Ads](https://www.trendhunter.com/trends/liquid-death1.md) - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/the-magic-of-moderate-drinking.md)