Heineken brings don't drive drunk push to Thailand

The public service campaign, developed by J Walter Thompson Italy, will run through the festive season up to the New Year, and possibly again during Thailand's Songkran water festival in April, when drunk driving rates soar, said Jeff Kimble, commercial director of Thai Asia-Pacific Brewery. A 30-second TVC shows a guide dog licking up the spoils when a bottle of Heineken tilts over, and then 'driving' his blind owner home in a drunken path. "In order to make the message more impactful and to increase its acceptance by audiences, Heineken decided to avoid telling people what to do," Kimble said. "Rather, we wanted to let people see how irresponsible drinking lets down our friends and those who trust us." The campaign comes as concern about drunk driving in Thailand grows. "Road safety is now on the national agenda," notes Kimble. Heineken, which currently has an 88 per cent stake in Thailand's premium beer market, will air the TVC between 10pm and 12am. Local regulations ban alcohol ads from being broadcast between 5am and 10pm daily. The ads are being placed by Leo Burnett/MediaVest.