Video: Canada's Happy Anti-DUI Ad

By Bryan Le 12/20/12

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

Cheers to responsible drunk taxi riders!
Photo via

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.

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Bryan Le grew up in the 90's, so the Internet is practically his third parent. This combined with a love for journalism led him to The Fix. When he isn't fulfilling his duties as Editorial Coordinator, he's obsessing over fancy keyboards he can't justify buying. Find Bryan on LinkedIn or Twitter