2011 REVIEW: Ghost Chips ...

In the first of a series highlighting the best of last year's communication campaigns, we bring you a glimpse of one of the most successful Public Service announcements in recent years. Number one on the viral charts, number one on the "most recalled TV Ad" list and number one in a host of other public surveys over the Christmas and New Year period. Don't drink and drive messages are always grim, but this campaign successfully mixed a hard-hitting message with some cultural flavors to really make a statement.

As if the surveys weren't enough, there was even a number of spinoffs, with local NZ brand and T-Shirt Makers Mr Vintage, managing to get a new design in their catalogue during the first few days of the campaign appearing on National TV:


Mr Vintage


Campaign Details:
'Legend' - Anti drink-driving advertising campaign from NZTA featuring 'ghost chips'.

- Title: The Inner Battle

- Music: created by Franklin Road Studios especially for this video clip
- Main actor: Darcey-Ray Flavell
- Directed by: Steve Ayson from The Sweet Shop
- Key statistic: one million views on YouTube in under two week
- Agency: Clemenger BBDO - Wellington


NZ Herald coverage:
NZ Herald Ghost Chips


Other "Sweet Shop" goodness:
The Sweet Shop