A controversial new campaign targeting Drug Driving has hit the airwaves in New Zealand. Over four days last year, 147 people thought they were being driven to a 'costume fitting' … read morefor a TV commercial. What they didn't realise was that their 'drivers' were actually actors who were pretending to be driving under the influence of a range of drugs.
The covert filming was carried out by the NZ Transport Agency (NZTA), advertising agency Clemenger BBDO and production company Goodoil Films.
Directed by Matt Murphy, each of the actors improvised having recently taken one of four drugs: cannabis, prescription medication, party pills (Ecstasy), and hidden cameras in the vehicles captured all of the passengers actual reactions, which range from complacent, to nervous to angry. All of the participants appearing in the ads have given their consent to be used.
The campaign launched with a six week TV flight. The ads end with the tagline "Drug driving. Do you think it's a problem?" The aim is that this will spur the debate and encourage the conversation.
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