Onstuimig

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:

image

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.

image

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.

 



Advertiser:
City of Nettuno (Italy)
Agency:
Link (Rome)
Source:
Ads of the World




Comments


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,
Antonio

Posted by Antonio | 3-09-2010 14:39

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

Molte grazie, Antonio!

Posted by Tom Megginson | 4-09-2010 15:00



My comment



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


Is this eating disorder ad too sexy?

It’s a serious question. This woman has the typical idealized body of a model, and despite the scary body painting, the portrayal is undeniably drawing attention to her curves and bare skin. When I think about eating disorders, I try to imagine looking in the mirror and seeing a funhouse…
Read more

Book review: Hidden Persuasion

33 psychological influence techniques in advertising Designing for behavior change is our thing here on Osocio.  We discuss the wide area of social campaigns from all over the world. ‘Is it a good or bad campaign’ is our first question. And we often judge a campaign based on professional principles…
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)