A guy walks into a bar toilet. He has been drinking. The man in the mirror asks him how he is going to get home.
The punchline is that the man in the mirror is talking to him live from jail. Kris Caudilla is the consequence of drinking and driving and he is asking the drinker how he is going to get home.
Caudilla was convicted for DUI Manslaughter and is serving 15 years at the RMC Correctional Facility in Lake Butler, Florida. He strikes up a friendly conversation, explains who he is and triggers the empathy of the male bar patrons before he asks the important question, “How are you going to get home?’ It’s a power-packed one-on-one PSA whose film is almost as compelling as the stunt.
Y&R Miami/The Bravo Group created the online PSA campaign for We Save Lives, a non-profit created by Mothers Against Drunk Driving founder, Candy Lightner, that campaigns against drunk, drugged and distracted driving.
Federico Hauri, Bravo Miami vice president creative director commented, “This is a real guy with a real, powerful story of regret that we believe can break through and change people’s behaviour in the key moment before getting behind the wheel.”
“We hope this message hits home in a relevant way and gives people the courage to intervene when they know someone is about to drive drunk,” Lightner stated.
“We often hear from the victims of impaired driving but to our knowledge this is the first time a convicted felon who is now in prison has come forward to do a PSA about the tragic consequences of drinking and driving. We believe Kris’s message will save lives.”
The film was produced by Paraná Films, Vaporpost and Mokoh Music.