The other day I received an email from Labatt’s Edmonton media relations firm promoting their new “bobblehead” campaign, which attempts to discourage drinking and driving. It is a series of videos featuring anthropomorphized bobblehead dolls talking about their experiences. They are all damaged, both physically and emotionally, from sitting on a dashboard when their inebriated driver crashes into something or someone. The spots try to use humour, graphic depiction and a little sex to drive home a message to young audiences.
They are fascinating spots. You can check them out here. In my day job I have seen lots of these kind of educational ads dealing with occupational health and safety. In general I am dubious about their overall effectiveness, but it is hard to criticize their intention. I found myself watching all of them. The first couple intrigued me and had me thinking it might actually work. But by the end of the eight it felt like an opportunity lost. Of the eight on the website, only four address the issue of drinking and driving directly. The others get caught up in the dolls’ “characters” and their interaction, which confuses the message.
They effectively create characters to draw you in, but I am not sure that when all is said and done the viewer understands the implications of drinking and driving. Still, I need to give a head nod (sorry!) to Labatt for trying a different kind of public relations campaign. Too often the big beer companies give lip service to responsible drinking, as if it was a legal obligation rather than a recognition that they sell a product that has negative side-effects.
At the end of the day, I am not sure what my final conclusion of their campaign is. I would like to hear from you. Watch the videos (once again found here) and then post a comment here sharing what you thought of them. Did you love them? Did you hate them? Do they work as a campaign to discourage drinking and driving? Does Labatt deserve kudos or brick bats? I will leave the final analysis to you.
And, of course, I trust that all of you will continue to heed the message to not drink and drive, as you are intelligent people and you make good decisions (which is why you come here, isn’t it??).
July 6, 2010 at 11:47 PM
I think Labbat’s is going in the right direction for awareness, that is, targeting young dumb people like me. As for the humour and message on the videos, the implications are there, but are not stressed enough. The humour is subpar and becomes difficult to watch buy the fourth video, but I don’t exactly have the same sense of humour other 20 year olds have.
If any province needed anti drinking and driving campaigns, Alberta is #1 on the list. We have the most drunken young men on the road in Canada.
July 9, 2010 at 12:51 AM
I found these to be ineffectual and irritating. They don’t really convey how damaging and serious being involved in the situations can be. They certainly are not funny and I think they’re too difficult to empathize with. Understand, I love humour and if it’s a little darker, I’ll enjoy it more. I’m not saying that a campaign against Drinking and Driving with humour couldn’t work (in fact I could think of a few twisted ideas in that regard) but I’m not even certain where the humour is in these ads (maybe it’s the undercurrent of homophobia in the Holiday Party ad? Or perhaps the misogyny in the Jen & Ric ad?)
July 9, 2010 at 5:57 PM
Brett,
Interesting reaction you had. I see your points – especially on the sexism and weird homophobia stuff. I had noticed that too, but elected to not mention it in my post so as to not pre-prejudice people.
I wonder, looking at Curtis’ reply, that possibly you (and I) may not be their target audience for this.
Cheers.
Jason