Drinking and driving is a stupid thing to do. Not only could you ruin somebody else’s life, you could ruin your own too. Because if you get caught you’ll get a hefty fine, a criminal record and a year’s ban.

People don’t think about this very much.

For Christmas 2007, the Department for Transport and Leo Burnett wanted to change that, and they asked for our help.

What we came up with was an ad. Just one. And the only place you could see it was online, probably between about 4 and 5 in the evening - just the sort of time you might be contemplating that cheeky Christmas pint.

No car crashes, no punchline, no money shot. Just something to make you think.

The ad ran across MySpace and MSN Messenger all over Christmas, and received an unprecedented interaction rate of over 9% and 480,000 people interacting and dragging the video back to the beginning.