Every bloke in New Zealand knows there are thousands of ways to say the word ‘mate’ – each with it’s own meaning. Land Transport New Zealand (LTNZ) has provided the ultimate linguistic guide to New Zealand mateship, challenging the association of mateship with irresponsible use of alcohol.
At a rational level, drink driving is largely established as unacceptable, but young males are drinking, driving and dying in increasing numbers. This ad follows a typical group of mates to show how drink driving betrays true mateship in the worst possible way: it’s a line you just don’t cross.
Click on the image below to play the video in YouTube
Maate was developed at Colenso BBDO by creatives Brigid Alkema and Paul Young and agency producer Marty Collins.
Post production was done at Perceptual Engineering. Editor was Jonathan Venz.