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Friday, November 20, 2009
'Sobering' Ad Begins Superblitz
FOR THE RECORD: This story incorrectly reported the amount of money the state has paid the firm Vaughn Wedeen Kuhn for its work on anti-DWI advertising during the past fiscal year. The firm has been paid $1.1 million.By Jeff Proctor
Journal Staff Writer
State officials kicked off the Holiday DWI Superblitz on Thursday with a jarring new television ad that envisions a fatal drunken-driving crash in reverse.
The spot begins with a man sitting in a jail cell, his head in his hands. The man's teenage daughter then appears in front of him. "Daddy," she whispers. He screams.
Suddenly, the girl is lying dead in the street, a car window shatters as the vehicle moves backward. Then, the man is parked in front of a home, his daughter sitting in the passenger seat. Inside, the man grabs some car keys, then takes a swig from a beer bottle.
Finally, the man is back in the jail cell, and the words flash across the screen: "Some things can't be reversed. Designate a driver."
Gov. Bill Richardson called the ad "sobering" during a news conference Thursday.
It's a stark departure from the goofy spots featured during the "100 Days and Nights of Summer" campaign with former CHiPS cop Erik Estrada dropping from the sky to surprise a drunken driver.
The state has paid local ad agency Vaughn Wedeen Kuhn $1.1 million during the past fiscal year for anti-DWI advertising. Most of the money has come through federal highway grants. The ads have won numerous awards.
"No matter where you live in New Mexico, you will see this campaign," Richardson said. "And you will be reminded of the consequences if you choose to drink and drive."
This year's superblitz will be the longest in state history at six weeks. It's theme is "Designate a driver."
The state is offering incentives including $10,000 equipment grants, awards and trips to law enforcement conferences for agencies that participate in the blitz.
Also during Thursday's news conference, DWI Resource Center Executive Director Linda Atkinson unveiled a new data-tracking system she said will help law enforcement predict where drunken drivers will be and where they will crash.
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