Bangkok – Thai rum brand Sangsom is making light of the risks of heavy alcohol consumption in its new campaign, Drink Don’t Dumb.
The short film, created by Sour Bangkok, draws attention to all the regrettable things people do when highly intoxicated. Scenes vary from dangerous actions such as drink driving to embarrassing situations with your boss. But rather than taking a preaching tone, the advertisement instead pokes fun at all the dumb things that happen when drinking. Based on consumer insight and real-life situations, the campaign targets the younger generation in a bid to reduce the number of alcohol-associated accidents, particularly during the Songkran festival (Thai New Year).
It is rare to see an alcohol brand explicitly celebrating drinking culture and is part of a wider movement of brands taking bolder stances in their marketing efforts. For more, see our Backlash Brands macrotrend.