Pernod Ricard UK celebrates fun and safe journeys home in an anti-drink driving campaign ahead of Christmas
Absolut Presents: Uber Karaoke
Pernod Ricard UK is launching its annual anti-drink driving campaign ahead of Christmas by celebrating one of the best moments of a night out – the journey home. Absolut, the UK’s number one premium vodka brand, is fronting the digital campaign and partnering with Uber to target those most at risk – focussing on under 30 year olds.
Whilst long-term trends around drink driving are encouraging, there are still too many incidents on our roads, with young people in particular at greater risk. Therefore, Pernod Ricard UK and Absolut are geared up to help change behaviour and promote the importance of responsible drinking at a time when social gatherings increase. A short video, which will be seeded on social media throughout the festive period, is being supported by Uber to encourage safe journeys home this Christmas.
The video entitled ‘Enjoy your journey home this Christmas. Don’t drink and drive.’ captures joyful groups of friends and family being picked up and surprised by what they find in an Absolut-branded ‘Uber Karaoke’. Fuelled by the trend of people having a sing-a-long on the way home, the vehicle takes this to the extreme with a karaoke machine, disco ball, Christmas lights and props to capture the fun moments that occur ‘on the journey home’.