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