Blazed: a brilliant anti-drug campaign from New Zealand

A new brilliant anti-drug ad campaign was recently launched in New Zealand, funded by the New Zealand Transport Agency via Clemenger BBDO. The spot features three young Maori boys sitting outside in the car, waiting for one of their dads to come out and drive one of them home.

The only thing is, the dad has been ‘blazing’, and the kids know it. We watch them from comical to contemplative as they examine their own awareness of their dads’ behaviour in the wild, imaginative way only young boys can.

The campaign was first aired on Maori Television and has since generated more than 1 million views on YouTube. It was created by award-winning director Taika Waititi, who also found success with his short-film based on the similar theme, Two Cars, One Night. Clemenger BBDO were also responsible for ‘Legend’, an anti drunk-driving ad campaign in 2011.