Euro RSCG C&O decided to represent people in ordinary situations of alcohol drinking in order to induce the audience to identify with the characters in the film. The purpose was to underline denial strategies so as to reveal people’s own alcohol drinking problems.
Representing a loop, the TV spot shows daily and ordinary consumption situations: first, a man Christian, explains that he doesn’t have a problem with alcohol but it is Michel, a friend, who has a problem… The portraits follow one another; each character offloads the problem onto his friend who is supposed to be more concerned by alcohol. The loop closes on Christian.
Contrary to some received ideas, consumption modes of excessive drinkers don’t look like extreme form of alcoholic addiction but seem to be quite ordinary.
There is a taboo concerning excessive drinking because people don’t consider as an alcoholic addiction: especially men who nourish an emotional relationship to alcohol, which prevents them to appraise sanitary risks.
The INPES’ goals were to disrupt some received ideas concerning alcohol consumption and remind people of consumption risks thresholds: 2 glasses per day for women and 3 glasses per day for men.
• High recognition score: 3 /4 French people and 2/3 drinkers remember the advertising.
• High approval rate on :
– Credibility of delivered messages and the realism of the script
– The fact that the spot is informative and incite people to think about their own consumption modes
– The clarity of ad
– The originality of the ad
• For the first time during a post-test, Inpes obtains an attribution score higher than 10%
• The ad incites regular excessive drinkers to think (32%) and to reduce alcohol consumption (24%).