Fatal falsehoods

Created by Accenture Song, and helmed by directing duo Norman Bates.tv through Rebolucion, this dramatic campaign film for the Spanish General Traffic Office spotlights those situations where people convince themselves that they can drive, even if they have been drinking.

In Spain, in 2019, one in three fatal road accidents were caused by drivers who had been drinking. There is a perception that the risk of an accident only increases in cases of high alcohol consumption. But negative effects on driving set in even after perceived 'moderate' levels have been taken on board. 

The ad begins at a bar, where a father is having a few beers just before picking up his daughters from a football game. In the background, we hear the version of the popular Spanish song Vamos a Contar Mentiras (Let’s Tell Lies), which is often sung by children when they are travelling. 

Here it is used to articulate sort of phrases adults often say after those dinners-with-wine and quick beers, small social events, before they get in their cars, convinced that they'll be able to drive safely. 

Juan Silva, CCO at Accenture Song commented: "Although lies are the foundation of the creative execution, if there is a term that defines the campaign for me, it is 'reflection', because, what we see in it reflects us, for better or for worse. It reflects back to us as a society in which alcohol is part, and the is tolerated, even in settings where its consumption should not be accepted."