VML, Bogota / BRIDGESTONE / 2017
When people become intoxicated, they lose their better judgement. Our radio campaign warns people in Latin America that even their GPS is not to be trusted when they have been drinking. By having the GPS mimic the experience of drunk driving, our radio spots show what can happen when a person is under the influence of alcohol. The voice malfunctions, gives incorrect directions, laughs and sings uncontrollably, and acts very boldly — all irresponsible ways that drunk people are known to act. Each radio spot ends with a consequence — a car crash or getting pulled over by the police — reminding drivers that when they're drunk, their GPS will not get them home safely.