ANTI-DRINK-DRIVING MESSAGE: RED RECALL

	Download original version (size: 1.1 MB; duration: 01:14)
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
MVO: Red recall. 8:00 p.m.

SFX: Bar atmosphere

MVO: The glowing red faces of my drinking buddies, looking so fond and nostalgic.
10:00pm. Slipping into the driver’s seat of my red car, looking like the same old me.
10:59pm. Red tail lights, looking to be swiftly approaching in the distance.
11:00pm. My red stained hands, looking like someone else’s hands.
11:30pm. A crowd of people, bathed in red light, looking so dim and blurred.
12:00 midnight. Looking into the reality, that I’ve taken the life of a total stranger.

ANN: We’re talking to you – the driver behind the wheel after drinking. Can you say, for sure, that this won’t be you in two hours?
This is the final warning, from your car radio. Please, get out of your car, right now. Tokyo FM.
Brief Explanation
Drink-driving can instantly turn anyone, even the most normal, law-abiding citizen, into a murderer. To drive home this message to listeners, the recollections of an intoxicated driver who has caused a terrible crash are depicted with a searing 'red' hue as the key motif.

In the Japanese language, the term for 'total stranger' uses the character 'red' to distinctly express the concept of 'total.' This touch brings a chilling conclusion to the commercial’s recall sequence, in which imagery focused on the color red vividly paints a driver’s recollections of the two hours leading up to a fatal accident.