Everyday, people make excuses to drink and drive - “I’ve only had a couple,” “I feel fine” or “I’m not going that far”- but there is no real excuse for drinking and driving. In fact, nearly 30% of vehicle accident fatalities in Canada are alcohol-related. Clearly, the excuses aren’t working.
That’s why this holiday season, the Nova Scotia Liquor Corporation (NSLC) has partnered with the Bedford, Nova Scotia branding agency Revolve to launch a social responsibility initiative aimed at making Nova Scotia residents think twice about drinking and driving. This campaign leverages the familiar and comedic power of infomercials to “sell” the audience Common Sense – a product which helps them get rid of their drinking and driving excuses and get home safely. The Common Sense infomercials air on television and live online, with a YouTube channel and Facebook page.
“There is something magnetic and engaging about an infomercial – it invites you into a world where, for no logical reason, you willingly come along for the ride,” says Matthew Allen, Creative Director at Revolve.
In the infomercial, Common Sense is “sold” in a box that contains a revolutionary set of tools to ensure Nova Scotians get home safely. It includes products like a wallet card with taxi numbers, a car key condom that wraps your ignition key, a taxi freshener for those stinky cabs and a dating manual to help designated drivers connect with potential life partners.
“The NSLC works tirelessly to combat drinking and driving,” says Rick Perkins, Vice President, Business Development & Communications at NSLC. “We’re very proud of the Common Sense campaign and its engaging, positive approach to the issue.”
Hosted by a pitchman and populated with endorsements from a hilariously random assortment of celebrities – Jimmy Walker (Good Times fame), Ed the Sock (TV personality and social critic), Dave Rashed (Keyboardist for 1980s Canadian band Haywire) and Kevin Federline (Britney Spears’ ex-husband) - the infomercial feels almost authentic. It pays off with the campaign line “Don’t be dense, use Common Sense.”
But at the end of the infomercial, it is made clear that Common Sense is not actually sold in stores – everyone already has it and just needs to use it.
The NSLC has taken this tongue in cheek approach to highlight their social responsibility message in a fun and engaging way. This is not a traditional infomercial - the ability to use common sense and not make excuses for drinking and driving is something that everyone possesses. The tone and style of the infomercial will help Atlantic Canadians take a look at their own common sense and stay safe this holiday season.