The ad for Allianz Insurance is designed to warn bar-goers about the risks of drunk driving. The mirror is set to display a two-second delay, which is supposed to represent your reaction time when drunk.
The first thing I thought was that if the mirror delays itself to simulate inebriation, then by the time drunk people notice what’s happening, the mirror would project real time for them.
All sarcasm aside, anything that reminds you to not drive drunk is a good thing. I know too many people whose lives were ruined because of one drunken mistake. Today, most young adults are one tragedy away from being homeless or worse, myself included.
One thing this ad does well is that it capitalizes on the social playground that is the local bar. It gets people to call over their friends and say, “Hey, look at this crazy mirror.” Now the mirror has reached a small group of people. As far as engaging people, the ad has done its job.
In my experience though, if someone’s drunk enough to think they can drive a car drunk then they aren’t going to be persuaded by a mirror. I can’t vouch for generations before me, but most people I’ve ever met are confident in their drunk-driving ability.
Sure, it’s a commendable ad campaign to raise awareness for drunk driving, which is good. I just don’t think it’s going to put a dent in the numbers.
If you’re too drunk to be driving then by the time you’re leaving, I’m sure you’ve forgotten about the mirror. Unless the Drunk Mirror is your rear-view mirror, I don’t think you’re reaching anyone. Even if it is your rear-view mirror, I’m not sure. Keep trying though. That’s the beauty of the marketplace of ideas.
What this ad strategy fails to realize is the brevity of attention spans of the target demographic. But I can’t remember what that demographic is…or the ad strategy for that matter.