August 13, 2007

As Michigan prepares to start a statewide crackdown on drunk drivers, new TV and radio ads highlight in a unique manner that drinking too much and driving are a bad mix. The ads, aimed specifically at young men, are part of a comprehensive advertising campaign that launches Wednesday. The new television, radio and Internet ads about the upcoming crackdown and the consequences of an arrest introduce Michigan's new enforcement theme: Drunk Driving. Over the Limit. Under Arrest.

The TV spot features a blender to show that drinking and driving literally don't mix. As a bartender runs through the consequences that follow a drunk driving arrest, she fills the blender with a full shot glass, beer bottle, driver's license, car keys, handcuffs, cash and an entire wallet. When she presses blend, the resulting concoction looks about as appealing as getting pulled over for drunk driving.

The advertising blitz sponsored by the Michigan Office of Highway Safety Planning (OHSP) warns motorists that the Drunk Driving. Over the Limit. Under Arrest. statewide crackdown starts Aug. 17 and runs through Sept. 3. The new TV ad will run Wednesday through Sunday for three weeks on television and cable stations in the Detroit, Flint and Grand Rapids media markets, because these areas comprise about 40 percent of the state's alcohol-related fatalities.

"Drinking too much and driving is a dangerous combination, and the result isn't pretty," OHSP Director Michael L. Prince said. "The consequences of a drunk driving conviction, such as fines and increased insurance rates, are very serious and are a drain on offenders' wallets for years."

Banner ads also will appear on ESPN.com, NASCAR.com and Sports Illustrated's Web site, SI.com. The ads will appear Wednesday through Sunday for three weeks in Michigan on the Web sites, which are popular with the 21- to 34-year-old male target group. The advertising buy also includes radio spots across the state.

Concepts were developed based on focus group findings that indicate men ages 21 to 34 are most concerned with the monetary consequences of a drunk driving arrest and conviction.

Pace and Partners, a Lansing-based firm, developed the campaign. No state general fund money is being used to support this effort. Federal traffic safety dollars are funding the ad campaign targeting motorists most likely to drive drunk: young men.

To view the TV ad, visit OHSP's Web site at www.michigan.gov/ohsp.