Budweiser is celebrating the role designated drivers play in responsible drinking with its new “Thank You Designated Drivers” campaign, aimed at adults above legal drinking age.

The campaign, with creative by Anomaly and media by UM, is a digital-only initiative that relies on YouTube and Facebook ads, as well as spots across AOL’s network.

The digital spot features a real-life designated driver who is surprised with a “thank you” tribute at a bar during a night out with his friends.

Andrew Oosterhuis, brand manager, Budweiser, says that the campaign was conceived based on findings from an Ipsos Reid study, sponsored by Budweiser, that showed attitudes towards designated driving are becoming more positive.

According to the research, 78% of young adults, from LDA to 34, have volunteered to be designated drivers in the past three years.

Meanwhile, 93% agree that communities need more designated drivers, while 89% agree that designated drivers make a difference in their communities.

Oosterhuis says Budweiser saw a digital-only approach as a timely way to reach consumers on social platforms as they get ready and start making plans for the coming long weekend.

The campaign will run throughout August.

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