Whilst Christmas is a time for fun and indulgence, the DFT spot sets out to remind people of the potentially fatal risk of driving after more than one drink, and that safety comes first. This is a marked departure from the majority of adverts on our TV screens at this time of year, but the film successfully achieves a balance between getting the important message across and using a humorous narrative, which is a new and effective angle for the DFT to take.

When Malcolm finds himself at his work party sitting next to his boss, it’s hard for him to turn down another drink.  When he does so it’s to a chorus of jeers, but he insists that he’s driving home so one drink is enough.  Now Malcolm finds himself stuck doing photocopying duties in the office, a miserable way to pass the days, but it’s better than the possible consequences of getting behind the wheel. DFT have coined the hashtag #ButAlive to use alongside the campaign.

2D Lead Carl Norton says, “It was a pleasure to work on this hard-hitting spot from AMV for DFT. The use of comedy really lulls the viewer into a sense of comfort that heightens the important message when the powerful crash scene occurs.  In Flame we worked on stitching the takes together as the talent transition between before and after the incident. We found that to enhance the impact in the crash, it was best to not fully align the talents’ action. We also added bruising and cuts to the actors.”