Drunk Valet Concept

Drunk driving campaigns are normally emotional appeals, showing viewers horrific accidents which incite fear or sadness. This particular campaign takes a different approach to this issue entirely.

The believe the concept of this ad is the trusting relationship between a valet and a client. When you hand your keys over to a valet, you expect a sober, responsible valet, so by throwing this dynamic for a loop, this ad cleverly approaches the issue of drunk driving, concluding with the statement: "Never let a drunk driver take your car. Even if that driver is you." You wouldn't knowingly hand your keys over to a drunk valet, so why would you yourself get behind the wheel while intoxicated.