About this advert
Don't Let The Good Times Go Bad
By: (In house)
16 October, 2010,
Britain is in crisis, apparently. Well Drink Aware have really been pushing and promoting sensible drinking especially in the last couple of years with a series of quirky and original adverts both in print and on TV. DrinkAware have managed to take a light hearted, tongue and cheek approach to addressing a serious and destructive topic. Something which I believe is hard to achieve without being ‘cringy’ or patronising especially when targeting a younger audience. (DrinkAware is a UK charity targeting 18-24 year-olds, focusing on changing their attitude to alcohol and drinking.) One print advert in particular that caught my eye was their ‘Beer Goggles’ billboard ad. There are a few slightly different variations of this ad, each focusing on the concept of what could happen as a result of alcohol. The ad I have chosen has used quite a risqué line – ‘Afraid you’ll pull a moose? Stay focused by pacing your drinks.’ – Something which will I’m sure will produce a chuckle, as for if it will fulfil their aim of changing drinking attitudes, it’s unlikely. The ad uses language that is intended to connect with the target audience, using the word ‘moose’ which is usually used to refer to a less than attractive female, a scary thought for most young males. The ‘Beer Goggles’ are symbolic of the way that alcohol impairs judgement and reduces inhibitions, and by making the goggles something visual rather than just a figure of speech emphasises this point. Personally I’m a bit sceptical as to whether this print ad will realistically have the type of impact that the charity are aiming for, however it is sure to keep people talking, which isn’t always a bad thing.
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