"A disproportionately high number of drunk-driving incidents occur around high school graduation season," explains AD John Halliday of Edmonton agency Calder Bateman. "Tragically, the most common pattern sees the boyfriend drunk behind the wheel and his girlfriend ending up the victim." Hence this newspaper ad and poster on behalf of the local chapter of Mothers Against Drunk Driving. "To connect with our desensitized target of 16- to 18-year-olds, we knew we had to create a piece that was visually jarring and poignant. Our original inclination was to steer clear of scare tactics completely, but with this idea we think we've gone a step beyond that