The 1936 film Reefer Madness was funded by church groups in order to teach the youth of the day about the dangers of cannabis. The fact that the film was then purchased and re-cut as a cult comedic exploitation film tells you just how hopelessly unrealistic the film's portrayal of drug users as murderers and rapists really was.
It is said that 'those who don't know history are doomed to repeat it' and the folks at Think!'s agency, Leo Burnett, clearly haven't taken the time to review the history of misguided government anti-drug campaigns.
The ad is clearly reaching out to existing drug users which is a problem because the existing users will be perfectly aware of what actual pupil dilation looks like and will dismiss the ads as worthless propaganda. If they can't take the dilated pupils aspect of the ad seriously then how can they be expected to absorb and, most importantly, engage with the message that drug driving is a serious offence?
Although it is plain to see that the video deliberately exaggerates the effect of pupil dilation in order to make a stronger point the reality is that all they've actually managed to achieve is to dilute and infantilize their message.
It's an immense shame to see that Think! (part of the Department of Transport) and Leo Burnett have so roundly failed to produce an informative anti-drug driving ad and that they have relied upon lazily rehashing antiquated scare tactics that were already ripe for lampooning well over 50 years ago.
Modern advertising is about engagement and Think! would do well to realize that patronising their audience has made a mockery of their brand and, most disappointingly, of their message.
UK Think! ‘drug driving’ TV ad is an embarrassing throwback
The 1936 film Reefer Madness was funded by church groups in order to teach the youth of the day about the dangers of cannabis. The fact that the film was then purchased and re-cut as a cult comedic exploitation film tells you just how hopelessly unrealistic the film's portrayal of drug users as murderers and rapists really was.
It is said that 'those who don't know history are doomed to repeat it' and the folks at Think!'s agency, Leo Burnett, clearly haven't taken the time to review the history of misguided government anti-drug campaigns.
The ad is clearly reaching out to existing drug users which is a problem because the existing users will be perfectly aware of what actual pupil dilation looks like and will dismiss the ads as worthless propaganda. If they can't take the dilated pupils aspect of the ad seriously then how can they be expected to absorb and, most importantly, engage with the message that drug driving is a serious offence?
Although it is plain to see that the video deliberately exaggerates the effect of pupil dilation in order to make a stronger point the reality is that all they've actually managed to achieve is to dilute and infantilize their message.
It's an immense shame to see that Think! (part of the Department of Transport) and Leo Burnett have so roundly failed to produce an informative anti-drug driving ad and that they have relied upon lazily rehashing antiquated scare tactics that were already ripe for lampooning well over 50 years ago.
Modern advertising is about engagement and Think! would do well to realize that patronising their audience has made a mockery of their brand and, most disappointingly, of their message.