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.