The UK Government has just launched a campaign called Know Your Limits, warning against the dangers of binge drinking. This TV advert developed by VCCP digital and directed by Mathew Jerret is just one part of the multi-channel campaign.
The tag line is ‘You wouldn’t start a night like this, so why end it that way?’, as the advert looks at how a night drinking can end, calling attention to the extremes of the behaviour.
The ad is targeted at 18-24year olds. This age group can be extremely difficult to reach with conventional advertising, such as television. This is because this age group is growing more digital and traditional forms of media are less effective. Therefore this television advert may not be the best form to use, even if they are being targeted at programmes with a high target audience. However, by creating content that is edgy, they’re hoping that the debate will move into the online networks and websites eg Youtube.
The adverts gives the perception that we do all go out with the intention to rip our tights or have sick in our hair. It only deals with the way we look not how alcohol can make us feel therefore I don't think it will have much impact and change our attitudes towards alcohol.
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