Osocio NL

Are Italian drivers stuck in the ‘70s?

Posted by Tom Megginson | 2-09-2010 15:12 | Category: Road safety

You’d think so, after seeing this anti-drunk-driving at from the City of Nettuno:


The copy translates as:

If you stay sober, you stay alive

Every year, 6000 people fall victim to road crashes caused by alcohol, particularly after leaving the disco.

The City of Nettuna invites you to drink responsibly.

I found it interesting that the Ads of The World Translation was much looser: “Every year, 6000 people get killed in road accidents caused by alcool abuse, especially on weekend nights.” That may be because they were worried that “discotheque” would seem too dated outside of Italy (it’s still in common use there.)

But even considering that retro references are always popular, how many people under 35 have actually seen Saturday Night Fever? It was well-know by 20-somethings when I lived in Italy, but that was 15 years ago.


Does the joke resonate at all with today’s Italian teens and 20-somethings, who are the ones going to dance clubs? I suspect this ad was created for the appreciation of older creative folk worldwide (like me) rather than its proper target audience. I could be wrong. But this isn’t the first Nettuno municipal ad to push its way onto the global radar.

I do love the campaign name “Drink OR Drive”, though. That’s what it’s really all about.

And since I know you know you want to strut it out, the original “Staying Alive” video is embedded after the jump.


City of Nettuno (Italy)
Link (Rome)
Ads of the World


Comments about Are Italian drivers stuck in the '70s?

Hi there,
i really wouldn’t know what to think of this campaign. I don’t like black humour, but being italian, somehow i feel related to this. I have to say that probably what you said about john travolta not being popular in italy amongst teenagers is true. Still, i feel attracted to this ad: it’s definately attention catching. point is, i don’t feel like i have to stop drinking because a dead john travolta says that to me.

keep up the good work,

Posted by Antonio | 3-09-2010 13:39

Comments about Are Italian drivers stuck in the '70s?

Molte grazie, Antonio!

Posted by Tom Megginson | 4-09-2010 14:00

My comment


Your comment will not be visible until a moderator approves it.

Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.

image of a graduation cap

Recent in Academy

Branding a time-bound campaign, Forest & Bird did it.

It’s not new but it is not often used: branding for a time-bound campaign. The kind of branding used for temporary purpose. Forest & Bird did it recently for their Love Nature: Vote 2014 campaign. New Zealand’s largest independent conservation organisation wanted nature back on the political agenda. The future…
Read more

Can fundraising marketers recreate the #icebucketchallenge?

Yesterday, it finally happened. Somebody challenged me to the Ice Bucket Challenge for ALS. If your internet connection has been broken all summer, it’s this year’s big meme. You can read about it here. To be honest, I felt that the movement had passed its high-water mark when I saw…
Read more

About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)