Are Italian drivers stuck in the ‘70s?

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.

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Comments

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

Molte grazie, Antonio!