Children Call Out Little Lies Adults Tell Themselves When Drink Driving
The () presents, in collaboration with Accenture Song, Lies, a national campaign featuring a version of the popular classic Vamos a Contar Mentiras (let's tell lies), with the aim of raising awareness of the problems generated by alcohol consumption and driving at a key time: Easter Week, when the number of car trips surges.
In Spain, one in three drivers who died in 2019 had consumed alcohol. There is a perception that the risk of an accident only increases in cases of very high alcohol levels. But this is not true: its negative effects on driving set in even after low levels of consumption. The only really safe rate is 0.0. Taking this fact as a reference point, the campaign spotlights those situations where people 'convince themselves' that they can drive, even if they have been drinking.
The ad begins at a bar, where a father is having a few beers just before picking up his daughters at a football game. After this, we witness a series of everyday situations perceived as 'normal' and in which alcohol is present/recurrent. In the background, we hear the version of the classic Vamos a Contar Mentiras, sung by children articulating phrases that adults often say after those dinners, vermouths and small social events at which alcohol is consumed, before they get in their cars, convinced that they can drive, without considering the consequences. The campaign sends out an alert to society, seeking to fight against these practices, as only 0 alcohol has 0 consequences.
The spot was directed by , the renowned, award-winning duo of international directors, and produced by Reboluci贸n, a production company founded by the also award-winning Armando Bo, now represented in Spain by Ram贸n Corominas.
The campaign features two 30鈥 and 20鈥 TV spots, a 75鈥 spot for internal media and social networks, two radio spots (30鈥 and 20鈥), graphics (magazines and inserts) and an outdoor, digital display and social media plan.
* The campaign spotlights those situations where people 'convince themselves' that they can drive, even if they have been drinking featuring a version of the popular classic Spanish children's song that kids sing on excursions when they go by bus: Vamos a Contar Mentiras (Let鈥檚 Tell Lies).
