Most of like the idea of taking a month off booze; in theory, at least. In practice, drinking is primarily social, and so when we're offered a drink, saying 'no' just seems unnatural and wrong.
A new TV advert created by ethical creative agency Nice and Serious addresses this issue head-on and reframes the ‘no moment’ as a heroic act.
The animated spot was created for ‘Go Sober for October’, an initiative run by Macmillan Cancer Support, which calls on people to abstain from alcohol for the month and raise money for charity.
To disarm viewers, the agency deployed a simple animation style that dials up the fun through abstract characters who say no to a drink in a variety of situations. While abstract in appearance, the characters are made relatable through the nuanced facial reactions, set in a variety of familiar drinking scenarios.
The ad will be airing across ITV, C4 and Sky in the run-up to ‘Go Sober for October’. The campaign has already attracted 30,000+ sign-ups and has so far raised £297k for Macmillan Cancer Support. Learn more and get involved at the Go Sober website.