Bacardi and Michael Shumacher prove that drinking and driving don’t mix
If you’re reading my post, that means you have survived another Christmas. For that you should be congratulated! If you still have holiday fever, no worries! New Year’s Eve is just around the corner.
In keeping with the season, what better time to review a short film covering the dangers of drinking and driving? Bacardi has created a film to demonstrate the dangers of drunk driving, but not in the way you would expect.
Here, bartender Salvatore Calabrese, is asked to mix a cocktail. He’s dressed in a crisp, white shirt, but more on that later. The drink is not going to be mixed in the way you might think. The catch? Mr. Calabrese needs to mix the drink while in a sportscar being driven by 7-time Formula 1 Racing Champion, Michael Shumacher.
As Shumaker maneuvers every turn (thankfully on a closed course!), our hapless bartender is getting a shower of mixed drinks on his lap as he prepares to mix a cocktail. He begs the driver to “keep it steady, keep it steady.”
Finally, the ride ends, and Calabrese’s once-white shirt is now a blush pink thanks to the ride. He serves a drink to Shumacher, who reminds the viewer, “Proof that Drinking and Driving Definitely don’t mix.”
This film was created in the UK, and my best guess is that this “tongue in cheek” approach to suh a serious subject would never fly in the USA. In fact, if you visit the website referenced in the film, www.championsdrinkresponsibly.com, the site tells customers that the site is ”not intended for visitors from the US and Canada. If you are entering from these countries please visit bacardilimited.com.”
Fortunately the fatalities in America have dropped significantly. According to Alcohol Report.com. 26,173 fatalities were reported in 1982. Fast forward to 2009 and the number has been cut nearly in half to 13,846. Yet still, one fataility is one too many, and a good PSA can only help reinforce the mission against drunk driving.
Nonetheless, this is a creative method to talk about a serious subject. And if two buddies in a pub can talk about the ad as racing fans and relate to it, all the better.
Be safe and well this holiday season!
on December 27, 2009 on 4:21 pm
This video was a great choice…excellent find!
You’re right, this video probably wouldn’t be geared to a US audience (hence the alternative website for Americans and Canadians). It’s a humorous approach to a very serious issue, which could make this video potentially controversial.
I agree with you, this is a very CREATIVE method : ))
Thanks for the post,
B.
on December 28, 2009 on 7:32 pm
Hi Bridgette,
I negltected to mention that there also advertising rules on liqour overall in the states, and that the is more likely the reason for the blocked entry to US viewers. EVen so, international ads tend to be a little less conservative than ads/films in the US, and that’s definitely another reason for the variance in tasts. Thanks for your post, and Happy New Year!
Donna