ANTI-DRINK-DRIVING MESSAGE: CHEERS!

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Released:	March 2008
Advertiser:	TOKYO FM BROADCASTING
Brand name:	ANTI-DRINK-DRIVING MESSAGE
Agency:	TOKYO FM BROADCASTING
Country:	Japan
Category:	Public health & safety

Credits:

Advertising Agency: TOKYO FM BROADCASTING, JAPAN
Executive Creative Director: Soichi Hayashiya
Creative Director: Yumi Nakamura
Scriptwriter: Tsutomu Ogihara (Random House)
Advertiser's Supervisor: Keiko Yamaguchi
Sound Engineer: Hiromasa Koshikawa, FM Sounds


Script in English
Crowd: Let’s get down to drinking tonight! Cheers!
SFX: Glasses clinking.

Couple: Cheers!
SFX: Glasses clinking.

MVOs: Cheers!
SFX: Glasses clinking.

Crowd: Cheers!
SFX: Cars crashing.

SFX: Ambulance siren.

ANN: This is a warning, from your car radio, to keep the sound of glasses clinking from turning into cars crashing.
Drinking and driving. Don’t do it, don’t tolerate it. Tokyo FM.
Brief Explanation
In Japan, tragic accidents due to drinking and driving have come into renewed focus as a pressing social issue. With Tokyo FM widely listened to by drivers, the radio station has taken an aggressive approach to supporting this 'stamp out drink driving' campaign. Behind this effort is the fact that only the car radio can issue the final warning to drivers who get behind the wheel after drinking.