The latest attempt to crack down on binge drinking - a hard hitting but brilliant concept for a campaign. There is a female version (shown below) and a male version, both showing them getting into a state before they head off out. The strapline being - 'You wouldn't start a night like this, so why end it that way?'
Whether or not the the adverts will be successful I don't know. The target age is 18-24 yr olds, a lot of which already 'know their limits' when it comes to alcohol, but will carry on drinking regardless. Either way the adverts certainly make you watch, cringe, and hopefully think about the message.
You can read more about this campaign at:
http://www.ias.org.uk/resources/publications/alcoholalert/alert200803/al2008_p5.html
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I think they go to a bit of an extreme with these adverts for a target audience of 18-24, most of who like you said, will know their limits already. I don't know anyone who would get into that sort of a state at the end of of a night but guess they are just trying to make the message as hard-hitting as possible. Not convinced that it will change many people's perceptions on binge drinking though.
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