I was ready to dislike this anti-drunk-driving PSA from Anheuser-Busch. It just seemed so manipulative from the start. But the ending totally redeemed it:
Okay, so it’s still picking low-hanging fruit (dogs, or “beasts,” being one of the “3 Bs” of surefire advertising success) but after letting us wallow in guilt for a few seconds, the ad rewards us with positive reinforcement.
In my own social marketing work with the Traffic Injury Research Foundation and others, I’ve learned that the most effective strategy to influence behaviour change is to celebrate people doing the right thing rather than shaming those who do not.
Plus, of course, this is a beer-branded ad. Demonizing alcohol is hardly in their best interest, while encouraging realistic responsibility is.
Hat-tip to Algonquin College Advertising program for sharing.