Back in the 1980s, The Ad Council and the US Department of Transportation’s National Highway Traffic Safety Administration (NHTSA) successfully changed the conversation around drinking and driving. More recently, their efforts contributed to a 20% decline in alcohol-impaired driving fatalities. As of 2019, the duo works towards changing the attitudes around getting behind the wheel under the influence of marijuana — a concerning traffic issue, which requires more attention as more states allow people to legally consume marijuana.

The Ad Council and NHTSA seek to continue promoting their safe driving initiative, publishing new work as part of their Drug-Impaired Driving Prevention campaign. Centered around the same tagline, “If You Feel Different, You Drive Different,” the new work is made with the help of independent agency Madwell and includes two PSAs aimed at making consumers reflect on how risky the weed-driving combination really is.

Cannabis consumption is legal in several states — each having its own rules and laws. But one thing remains unchanged in all of these places: Driving under the influence of this or any other substance is illegal, not to mention that it is not safe either. Even though many consumers wrongly assume there isn’t a problem when it comes to driving after use, researchers’ findings contradict their “theory.” The skills a driver needs to safely operate a car are affected by marijuana, which slows reaction time, impairs judgment of distance, and decreases coordination.

To reach an audience made of young males who trust their experiences more than experts’ findings, the duo decided to wrap their message in friendly “packaging,” delivering it to them as if it was coming from one of their fellows. “Our strategy focused on solving a timeless paradox,” said Amber Hahn, Madwell’s SVP, Head of Integrated Strategy. “We know young men are resistant to messages from enforcers and experts, particularly around topics like marijuana use. The best way to begin to change attitudes and behavior on this issue is to frame it up through the lens of their personal experience as if it was coming from a peer.”

“This vital campaign educates drivers on the dangers of driving high while reminding them it is always illegal and does so in a way that speaks candidly — not condescendingly — to our target,” continued Michelle Hillman, Chief Campaign Development Officer at the Ad Council.

The 15-second-long spot, “I’m in an Ad,” features a young man partying with his friends in a smoke-filled room. But as he looks into the camera, he reveals what’s the reason behind these images. He’s an actor and he was given exactly 12 seconds to remind people that if they are high, don’t drive.

The 30-second one uses a more humorous approach. The “Not Camping Day” presents four friends all geared up to go camping, smoking some marijuana while getting ready to hit the road. They all hop in the car and the driver’s seat remains empty because everyone is high. Still, they don’t give up on their camping plans and decide to have some fun on the front lawn instead. Both ads end with the line that reminds consumers that “If You Feel Different, You Drive Different.”

Given that scare tactics proved to be unsuccessful in addressing drug use in America, the partners decided to speak about this topic in a more friendly and sensitive way. “Our goal was to create something that spoke differently within the category, and to our target,” concluded Madwell’s Associate Creative Director, C.J. Thomas. “We didn’t want to villainize the act of consuming marijuana or people who choose to do it. We just wanted to show people having fun and enjoying themselves, while also making the right decision not to drive when they’re high.”

The campaign is planned to include TV and digital video, radio, OOH, digital banner, and print creative. TV and online video are available as of January with other media assets to follow in the second quarter of 2022. The creative will be available nationally through The Ad Council’s donated media model.

Credits:

Client: The Ad Council

VP, Group Campaign Director: Dzu Bui

VP, Campaign Director: Allie Baum

Campaign Manager: Milan Genovese

Assistant Campaign Manager: Diego Villegas

Manager, Strategy & Evaluation: Anuar Saab

Client Sponsor: The US Department of Transportation’s National Highway Traffic Safety Administration (NHTSA)

Agency: Madwell

CCO, Co-Founder: Chris Sojka

Associate Creative Director: CJ Thomas

Associate Creative Director: Jason Torrez

Associate Creative Director: Alex Rhubart

Designer: Emma Gaedje

Sr. Copywriter: Laura Munoz

Copywriter: Emma Turetsky

VP, Client Services: Gabriela Benitez

Account Director: Keisy Bisono

Account Supervisor: Kristen Paterno

COO: Sandy Sherman

VP, Production: Klodet Torosian

Senior Producer: Colin Nichols

SVP, Head of Integrated Strategy: Amber Hahn

Senior Strategist: Madie Oldfield

Strategist: Hayley Yates

VP, Media: Lindsey Boan

Director, Integrated Media: Jenny Liu Pearson

Media Planner: Victoria Piersanti

Production Company: Starfish | New York

Director: Amilcar Gomez

Assistant Director: Gary Dejesus

Executive Producer: Jenita Spirtovic

Line Producer: Issac LeFevre

Unit Production Manager: Chiara Gerek

Director of Photography: Jason Banker

Wardrobe Stylist: Tiffani Williams

Hair Stylist: Brenton Diallo

Makeup Artist: Fredy Anaya

 

Editorial/Post Company: Naked City Films | New York

Editor: David Schmidt

Executive Producer: Mike Sitley