Drink Drive. Selfish Prick.

    The truth behind every drunk driver.

    By Asia Ad Junkie - Mar 29, 2021
    Drink Drive. Selfish Prick.

    The South Australian Police has launched a new road safety campaign, Drink Drive. Selfish Prick. in collaboration with Black Sheep Advertising.

    Direct, to the point and thoroughly hard-hitting, the spot follows a drunk driver making his way home from the pub. He voices over his own actions with what all drunk drivers know down deep. Their actions are those of well, a selfish prick.

    “It’s challenging to keep coming up with new and impactful road safety campaigns,” SAPOL manager media road safety Richard Blackwell says.

    “So this campaign approaches the issue from a different perspective and delivers it with a punch.”

    “So we wanted to get into the heads of drink drivers and contrast their excuses with the potential consequences for themselves and those around them,” said Black Sheep creative director Andrew Millar says.

    “At its core, we realised drink driving is one of the most selfish thing you can do.”


    Client: SAPOL
    Manager, Media Road Safety: Richard Blackwell
    Creative Agency: Black Sheep Advertising
    Creative Director: Andrew Millar
    Account Director: Tom Ootes
    Senior Account Manager: Daniel Wilde
    Creative: Danilo Watanabe, Julie Martin, Franwyn Botha, Michael Gagliardi
    Strategic Consultants: John McLaren, Peter Withy
    Production Company: Proetic
    Producer: Erica Ockenden
    Director: David Ockenden
    DOP: Miles Rowland
    Sound: Seeing Sounds
    Post Production: Visualizm
    Photographer: Richard Lyons
    Social Videos: Riley Scott
    Casting: Heesom Casting
    Media Agency: Wavemaker

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