Following its recent introduction of the "Party Safe Bag," a bag of chips that can detect when someone is over the drinking and driving limit, Tostitos has released a follow-up film for Super Bowl week warning of the dangers of drunk driving.
Directed by John X Carey for agency Goodby Silverstein & Partners, the film was shot on the night of the conference championship games, and profiles people whose lives changed drastically because of an alcohol-related accident. They include football player Delanie Walker, who lost his aunt and uncle to a drunk driver on the same day he played in the big game; a police officer whose close friend lost a daughter and a DUI offender whose experience was life changing.
"When we looked at the statistics, we were shocked. The Party Safe bag is a great messenger, but we wanted to show it in action, and at the same time tell deep, real stories," says Sam Luchini, creative director at GS&P.