Legend: New Zealand's Anti-Drink Driving Ad

Author: Srishti Chhabria & Amber Payne
Published: Wed 19 Mar 2025
Episode Link: https://cinematic-alchemy.captivate.fm

What happens when the police stop using scare tactics and start using humour?

In this episode, we break down New Zealand’s “Legend” campaign, an anti-drink driving ad that ditched the doom and gloom for Kiwi comedy - and actually worked.

The ad took a fresh approach by leaning into relatability, social pressure, and self-aware humour to connect with young drivers instead of lecturing them.

We explore how the campaign nailed its target audience, used film techniques like Dutch angles and POV shots to amplify the storytelling, and proved that public service announcements don’t have to be boring.

Plus, we compare it to other global campaigns and ask: Should more serious messages take this approach? If you love smart advertising and great filmmaking, this one’s for you.

Here are the highlights:

Analysis of the "Legend" Campaign (18:22)

Effectiveness of the Campaign's Message (18:42)

Comparison with Other Campaigns and Cultural Context (19:00)

Filmmaking Techniques and Visual Storytelling (19:22)

Impact and Legacy of the Campaign (30:40)

Link to ad: https://youtu.be/CtWirGxV7Q8?si=yQ1qnezY_lfSP_S6

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