Super Bowl Sunday is one of the biggest drinking and driving days of the year. The Texas Department of Transportation is taking a drastically different approach to change that statistic.
Just like companies, TxDOT is using the Super Bowl to get your attention. In a new ad, a group of tipsy, middle-aged male "cheerleaders" chant what they'll do when the game is over.
"We take a cab or ride in a car with a friend who's s-o-b-e-r,” the ad says.
The funny approach is similar to a Christmas anti-drinking and driving campaign. It featured boozing reindeer who forced Santa to rely on cabs to get the presents out.
It's a major change from public service announcements we're used to seeing, featuring victims of accidents or those who have lost a loved one.
TxDOT Campaign Manager Tracie Mendez says the top DWI offender -- men aged 18 to 34 -- weren't paying attention.
"We've had focus groups tell us when they hear that we shut it off,” she said.
Humor, she hopes, will keep them focused, "So far, we've gotten positive responses. People are remembering it and that's what we want.”
Mothers Against Drunk Driving Spokesperson Jim Currier is pleased with the new ads. However, he says some may be offended.
"Death is not a laughing matter, on the other hand, I think there's a large group of victims and survivors who appreciate any attempt to prevent this from happening to someone else,” he said.
KVUE showed the commercial to several Austinites get their opinions.
"I think keeping it light makes it better,” Dillon Herin-Soule said.
"I know young people like to drink, and I know they make bad decision when that do. Something like that may stick in there. That's huge,” Jim Sontag said.
"However you celebrate, we want to remind you, hey, plan ahead. Make sure you have that driver or a cab,” Mendez said.
The ad is currently running and will continue until the Super Bowl is over.
The Austin Police Department will be doing a no refusal operation the night of Super Bowl. Last year, officers made 21 arrests.
