LONDON (Brand Republic) 鈥 Old Christmas songs combined with scenes of police-shot road crash carnage are part of Abbott Mead Vickers BBDO鈥檚 campaign for the government鈥檚 anti-drink-drive message over the festive season.
Cliff Richard鈥檚 Mistletoe and Wine, I Wish it Could be Christmas Every Day by Wizzard鈥檚 Roy Wood and the Christmas carol Silent Night are all used as soundtracks in three 30-second television commercials.
The spots all feature footage shot by police and firefighters at the scenes of accidents caused by drunk drivers.
The endline on each ad is: 鈥淒rinking and driving is one Christmas tradition we can all do without. Think.鈥
The campaign will break nationally on November 27 as part of a £1.9m government programme to reduce the number of drink-related road accidents.
Previous government initiatives have seen a drop in the number of people killed in road accidents over Christmas.
In the early Eighties, the death rate was 1,500 each year. The figure for 1999 was around 420, compared with the 1998 figure of 460.