Ad of the Day: The Drunk Valet

Bar patrons ambushed in Ogilvy's drunk-driving stunt

Headshot of Tim Nudd

Ogilvy Brazil keeps coming up with clever and innovative ways to encourage people not to drink and drive. Last year, the agency installed a funky machine at Bar Aurora & Boteco Ferraz that spit out wildly inflated bar tabs, charging people up to $73,000 for the booze they had just sucked down. Upon closer examination, the bills featured an itemized list of medical costs associated with a drunk-driving accident. Now, working with the same client, Ogilvy came up with the idea of the drunken valet. When patrons would arrive for the evening, the guy would approach—clearly tipsy, having been indulging in shots by the side of the road—and offer to park their car. Almost everyone refused. The valet would then hand the driver a note that read: "Never let a drunk driver take your car. Even if that driver is you." Sure, it's gimmicky, but it beats all the bloods and guts and shock tactics that are the category's stock in trade. Case study and full credits below.


Client: Bar Aurora & Boteco Ferraz

Agency: Ogilvy Brasil

Title: "Drunk Valet"

Executive Creative Director: Anselmo Ramos

Creative Director: Rubens Filho

Art Directors: Paula Fernandes / Lucas Osis / Raina Rocha

Copywriters: Beto Cocito / Pedro Fernandes / Flavio Tamashiro

Account: Valeria Barone / Camila Porto

Head of Production: Nana Bittencourt

Production Company:  Hungry Man

Director: Carlão Busato

Executive Producer: Alex Mehedff / Renata Dumont

Director of Photography: Russo Loyola

Editor: Andrea Machado / Lucas Aires

Post Production: Hungry Man

Post Producer: Rodrigo Oliveira

Cast: Celso Melez

Audio: Jamute Audio

Soundtrack Production: James Pedrozo/Cesar Mattos/Eliezer Borges/Sanjai Cardoso

Soundtrack Creative: James Pedrozo/Cesar Mattos

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: April 20, 2011 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT