The Inkwell

The Ad Council’s summer campaign,  “Buzzed Driving is Drunk Driving,” is indeed generating lots of buzz.  Smart thINKing for sure – it’s creative, compelling and, best of all, takes a difficult topic from zero to eighty while encouraging others not to do the same.

At the centerpiece of this campaign is a microsite featuring a call-to-action pledge asking visitors to vow to not drink and drive this summer.  The pledge reads:  I’m going to be smart; I won’t drive while buzzed. Even just one too many drinks can impair my driving and lead to devastating consequences. It’s just not worth it. Buzzed driving is drunk driving so I’m going to make sure I make responsible choices that don’t endanger myself and others.

Sure, the pledge is good idea; but, here’s where it gets really good. Not only can visitors e-sign the pledge, as soon as they do their name appears in an I’ve Signed the Pledge section, offering the instant gratification today’s youth crave. Similarly, those taking their e-vow can alert their friends that they’ve done so via Twitter and their other social networks. Visitors can also access each of the elements from this integrated campaign, including  TV ads, radio, print/outdoor, and interactive.

What really strikes our creative fancy is the inventive print work.  Recipes (see the image to the right) for popular drinks like the Black & Tan or Margarita take center stage , but in this case they’re recipes for disaster. After all, who wants to sip on a It’s Not Like I’m Drunk Cocktail that combines two parts tequila, one part triple sec with an automobile, a missed red light and a false sense of security?

“Buzzed Driving is Drunk Driving” is a solid campaign that delivers all of the elements needed to generate awareness today. The campaign ties personal with community, and that’s no easy task.  Talk about driving a message home safely.