Video: Canada's Happy Anti-DUI Ad | The Fix
facebook twitter RSS
HOT TOPICS: Alcoholism  Addiction  AA  Cocaine  Heroin

Video: Canada's Happy Anti-DUI Ad

Instead of the usual grim warnings, this perky PSA deploys a celebratory parade.


Cheers to responsible drunk taxi riders!
Photo via

By Bryan Le


| Share

A new Canadian PSA (below) takes a uniquely positive approach to preventing drunk driving, featuring a noisy, upbeat celebration for those who don't drink and drive. In a departure from the usual scare tactics, Nova Scotia's state-controlled alcohol distributor—the Nova Scotia Liquor Corporation (NSLC)—has released a candid camera-style TV ad in which responsible drinkers are rewarded for making the right choice by taking a taxi home. Some responsible bar patrons are surprised by their cab's a detour down a street packed with a marching band, fireworks and cheering crowds. They're then ushered on stage in front of a giant screen that reads: “A great big thank you for not drinking and driving.” “The holiday season has a huge amount of television messages directed at people and trying to get through all that in a meaningful and noticeable way is really tough," says NSLC vice president Rick Perkins. "In our research we found that the standard sort of crash car stuff actually doesn't resonate with people. So we got a little out of the box and use humor and other creative things.” A previous NSLC video depicted the grim reaper “killing time” via various hobbies, including singing in a choir, because of his extra downtime due to responsible drivers.

Rehabilitation Directories

Most Popular
The Rehab Review
Cliffside Malibu

The “beach-house-relaxed” Cliffside Malibu claims to provide an oasis for recovering addicts and alcoholics. And that’s just what you'll get—if you’ve got the cash.

Morningside Recovery

For a “rehab near the beach” experience that isn’t quite as costly as similar SoCal competitors, head to this Newport Beach treatment facility.

AToN Center

Whether you’re interested in the 12 Steps, SMART Recovery, or holistic treatments, this luxurious, appealing and commendable 4.5 star (our system doesn't yet show the 1/2 star) San Diego rehab has a program for you. 


This exclusive Northern California rehab is all about client choice—as well as golf outings, Buddhist field trips and keeping up with the office.

Capo By The Sea

Capo By The Sea offers an executive rehab program complete with medical detox and a focus on dual-diagnosis issues, as well as an outpatient option in an environment that exudes the kind of beach house optimism one would expect from an Orange County recovery outfit.

Journey Malibu

Want many of the luxury amenities A-listers have come to expect—including an enormous backyard with a pool and patio, an herb garden, a volleyball net and a spectacular vista of the Santa Monica mountains—with a recovery program to match?

The Ultimate Guide to Rehab

What you need to know when choosing an addiction treatment center.

the fix tv