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2 March 2020

The Buddy System

by Syd Briscoe

Department for Transport: “Pint Block” - 1 min 33s

Recent road safety campaigns have demonstrated that, as the old saying goes, one catches more flies with honey than vinegar. By taking a humorous approach to public safety communications, organisations can swerve the potential for viewers to switch off out of guilt, or out of a misguided idea that they would never be 'that sort of person'.

The Department for Transport builds on that lesson with verve here, as a series of short mobile ads depict friends finding different ways to 'pint block' their companion with a car. The campaign's slapstick approach ensures viewer engagement, while a refusal to shame the guy persuaded out of a misguided drink assures us that it's never too late to make good choices.

By avoiding condemnation and a simplistic 'drunk driving = bad' message, this campaign also taps into the urge not be a numpty in front of mates - rather than force viewers to ponder any greater moral questions. No word on whether 'pint blocking' will become the next big meme, though.

Creative Agency: VMLY&R London Ⓦ
Creative Director: Gavin McGrath
Creative: Paula Hochberg / Jacob Hellstrom / Amy Fasey ♀
Account Manager: Kyle Caddey
Agency Producer: Grace Carroll
Film Production: Dirty Films Ⓟ Ⓦ
Director: Youth Hymns Ⓟ Ⓦ
Producer: Rosa Junkovic
Production M'ger: Anna Saffery
Production Ass'nt: Edvin Dubrovskiy
Executive Producer: Ben Parkin / Alex Bedford
Cinematographer: Nic Booth
Production Designer: Xander Mitchell
Art Department: Caspar Phillips
Post Production: Youth Hymns
Colourist: Lewis Crossfield @ Time Based Arts Ⓟ Ⓦ

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