This year's Christmas push, which will be launched by Road Safety Minister David Jamieson tomorrow (Thursday), will focus on the excuses made by motorists to justify driving while under the influence of alcohol.
The £2m campaign, D'Arcy's first work on the assignment, will show a male driver outlining to the camera excuses such as only having had a couple of drinks or the fact that the journey only covers a short distance.
The creative, which uses the strapline 'What will it take you to stop drinking and driving?', follows last year's 15% rise in the number of people caught drink-driving.
A Department for Transport (DfT) spokesman conceded this had led to the shift in strategy.
The DfT is currently in discussions with D'Arcy's management over the future of the drink-drive account as the agency folds into Leo Burnett, part of parent the Publicis Groupe.
_1.jpg)
.jpg)