Every week, there are around 500 drunk driving offenses across New Zealand. While the message to not drink and drive is widely known, many of these drivers have developed a sense of complacency.
It’s these complacent drunk drivers across New Zealand that this PSA, “Doors,” confronts with the harsh reality that it could all go wrong in an instant.
Showing a cross-section of Kiwis and some familiar drinking moments, the NZ Transport Agency spot–directed by Joel Kefali of production house Good Oil for Clemenger BBDO Wellington–shows that bad ends to good nights don’t start the moment drink drivers skid off the road, get busted by the cops, or overshoot that corner. They’re triggered the moment they decide to open their car door.
Clemenger BBDO Wellington ECD Brigid Alkema said their aim is to tap into a crucial moment of decision: “We’re planting a seed of doubt before people are even sitting in their driver’s seat. Interrupting that carefree, floaty, drunken feeling with the hard realities of what could happen–before it actually happens. ‘Doors’ shows that the choice to not drive in the first place is a choice to not crash, to not to get busted, to not to ruin your night.”
