Driving under the influence has grave consequences, and Labatt wants to warn consumers with a new four-part campaign.
Five bobble-head characters star in a series of webisodes where they explain how they can no longer play guitar or get away for the long weekend following a car crash caused by a drunk driver. The campaign is housed on a YouTube channel and the brand’s Facebook page. It kicked off over the Canada Day long weekend, with launches also planned for back to school, Halloween and December.
“We thought it would be good to do something that wasn’t just a quick in-and-out story,” says Brian Howlett, CCO, Toronto-based Agency59, which developed the creative. The characters take a poke at youth stereotypes (the goth rocker chick, the bickering couple and one bobble who says “Duuude” a lot) using humour to get the message of moderation across.
“It works well for the medium,” Howlett says, of the comic relief.
“But it also works well for the audience. With Labatt, its core audience being 19- to 25-year-olds, certainly humour is a great tool.”