For decades, familiar tactics have been exhausted in drunk driving ads. Heartstrings pulled, graphic imagery shown, statistics quoted. It was time try something new. To jolt America back into caring about this issue, we enlisted the help of Dame Helen Mirren, a notoriously frank and uncensored British lady capable of capturing people’s attention.

We open on restaurant bar with Ms. Mirren being served a cold Budweiser. The place is empty to help build focus on her. She first thanks, the waiter for bringing her her beer, but then introduces herself to the audience.

She then begins to talk about Drunk Driving while the camera slowly pushes in on her. As the camera comes closer, Ms. Mirren’s comments on those who drive drunk become escalate and become more pointed in her monologue. She is able to charm the audience while eviscerating drunk drivers.

Ms. Mirren didn’t hold back and America responded.