This Thai rum fills a dancefloor with hilarious regrets

Don't drink and 'dumb' or you'll end up like these poor saps.

Published On
Apr 05, 2018

Editor's Pick

Drunk driving PSAs fall neatly into two categories: somber or silly. If there aren't any shots of shattered windshields or flashing lights, it's a safe bet some jokes are dropping. A new campaign for the Thai rum SangSom falls into the latter camp and goes all in on the ludicrous things that can happen when drinkers lose control--and not just while they're behind the wheel.

In the music video-style spot featuring a catchy, ungrammatical track--"Drink don't dumb," the vocals sing--a parade of partygoers demonstrates the risks of drunk-smoking, drunk-dialing, drunk-kissing, drunk-flying, drunk-peeing and drunk-shoving your coworker's face into a giant spikey durian fruit. Through all the wackiness, SangSom's admonition to young people is apparent: don't do anything you'll regret.

The spot is from creative agency Sour Bangkok and is timed for the mid-April Songkran Festival, the Thai New Year celebration, when accident rates due to intoxication jump.


Apr 05, 2018
Brand :
Client :
Managing Director :
Pimmard Leenutaphong
Executive Creative Director :
Damisa Ongsiriwattana
Creative Director :
Warunpon Trithepwijit
Creative Group Head :
Nopparath Eksuwancharoen
Copywriter :
Warangrat Rattanabumrung
Copywriter :
Rujrada Rienvatana
Art Director :
Sutinee Satesawan
Social Media Director :
Napas Warasestasak
Producer :
Suparat Satesawan

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