“Drunk Valet” is an intervention designed by Ogilvy Brasil for Bar Aurora & Boteco Ferraz to make drivers think twice before drinking and driving. According to the National Highway Traffic Safety Administration the Superbowl is one of the biggest holidays of the year for drinking and driving, and many states use a combination of advertising with police crackdowns to try to keep the roads safe.
In the US we mostly use billboards ads or radio spots. Stunts like this one from Ogilvy are cheaper, but obviously have a much smaller direct reach. The trick is to leverage them to garner a lot more earned media and make a film like this one that can live on past the stunt itself.
Of course, without police enforcements it’s just another stunt.
This is a great ad.
