A sobering reality check

When being complacent becomes the norm, the reality check might come too late. 

Doors starts the same way for each of for its characters; folks leaving the bar, or a party, not drunk, maybe, but not sober. The scenes quickly change–as soon as drivers close the door of their car they’re catapulted into the worst-case scenario. The editing here is really fantastic, with the narrative flow never interrupted despite the discordant circumstances. Some skid out against the guard rail, others get pulled over. One man opens his door and pauses. All he can see is the darkness around him, the weight of his decision closing in. 

That man calls a taxi. Clemenger BBDO Wellington ECD Brigid Alkema says their aim is to tap into a crucial moment of decision: “We’re planting a seed of doubt before people are even sitting in their driver’s seat.” 

Production company Good Oil helped craft the ad, and director Joel Kefali, typically known for a bright and punchy style, explored a darker tone with the piece. “The relaxed feelings brought on by drinking, and the very negative consequences of drink driving was an interesting juxtaposition to explore.”