MTV Brazil tackles drink driving and promotes the music industry in one advertising campaign, using classic photographs from the 1970s by legendary rock photographer Bob Gruen. Three print advertisements, which at first glance could be a new phase in Diesel’s Be Stupid campaign, show rockers Elton John, Devo and Dead Boys lead singer Stiv Bators revelling in their art. “If you drink, don’t drive”. Each ad finishes with a different alternative: “lay guitar, go sing, play piano”. The originals, in Portuguese, read “Se Beber, não dirija. Vá tocar piano.”; “Se beber, não dirija. Vá tocar guitarra.” and “Se beber, não dirija. Vá cantar.”
The If You Drink campaign was developed at Loducca.MPM, São Paulo, by creative director Guga Ketzer, copywriter Mauricio Machado, art director Ricardo Alonso and head of art Cassio Moron with photography by Bob Gruen.