San Miguel has stepped out with Hong Kong's first anti-drink
driving ad from a local brewer. Created by JWT, the commercial depicts a
drunk driver being picked up by a trash truck instead of an ambulance
following a traffic accident. The commercial aims to send out a message
that drink driving not only can get you hurt, but it is a stupid and
irresponsible act that makes offenders look as pitiful as a piece of
trash.
Entitled "Trash", the commercial's creative directors were Ellis So and
Keith Ho, while the writer was Terry Tsang with art direction from Keith
Ho and Connie Ko.