Legend: New Zealand's Anti-Drink Driving Ad
What happens when the police stop using scare tactics and start using humour?
In this episode, we break down New Zealand’s “Legend” campaign, an anti-drink driving ad that ditched the doom and gloom for Kiwi comedy - and actually worked.
The ad took a fresh approach by leaning into relatability, social pressure, and self-aware humour to connect with young drivers instead of lecturing them.
We explore how the campaign nailed its target audience, used film techniques like Dutch angles and POV shots to amplify the storytelling, and proved that public service announcements don’t have to be boring.
Plus, we compare it to other global campaigns and ask: Should more serious messages take this approach? If you love smart advertising and great filmmaking, this one’s for you.
Here are the highlights:
Analysis of the "Legend" Campaign (18:22)
Effectiveness of the Campaign's Message (18:42)
Comparison with Other Campaigns and Cultural Context (19:00)
Filmmaking Techniques and Visual Storytelling (19:22)
Impact and Legacy of the Campaign (30:40)
Link to ad: https://youtu.be/CtWirGxV7Q8?si=yQ1qnezY_lfSP_S6
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Cinematic Alchemy
Welcome to Cinematic Alchemy, the podcast that takes you behind the scenes of transforming ideas from page to screen.
Join me, Srishti Chhabria and my co-host, Amber Payne, as we unravel the mysteries of video production, sharing the gritty, honest insights we've gathered from years in the industry.
Whether you're an entrepreneurial spirit or just curious about what goes on behind the camera, we're here to demystify the process and equip you with the knowledge to create visual masterpieces.
We can’t wait for you to join us on this exciting journey!
Produced and Hosted by Srishti Chhabria & Amber Payne.
Music by Samuel GR Morgan
Artwork by Ellie Costello
- No. of episodes: 41
- Latest episode: 2025-05-07
- Arts Business Visual Arts Entrepreneurship
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