Ad Council

In partnership with National Highway Traffic Safety Administration (NHTSA) and Ad Council, this campaign marks the first fully dedicated effort designed to connect culturally and authentically with Hispanic young adult men on the dangers of driving buzzed. The creative work aims to prevent buzzed driving by challenging the false sense of confidence many young adult men feel after drinking “just a little” and highlighting the sense of duty they have for their families. With alcohol-impaired fatalities on the rise, our goal was to sow seeds of doubt before dangerous decisions are made behind the wheel.