• by Fern Siegel , April 5, 2023

Accenture Song created a national campaign for Spain’s DGT (General Traffic Office) slugged “Vamos a Contar Mentiras” (Let’s Tell Lies).

The goal is to raise awareness about the dangers of alcohol consumption and driving, especially during Easter Week, when car trips escalate. 

The cross-platform ad campaign features two 20- and 30-second TV spots, a 75-second spot for internal media and social networks, two radio spots, print, outdoor, digital display and social media plan.

The facts are sobering: In Spain, one in three drivers who died in 2019 had consumed alcohol. Contrary to popular myth, even low levels of consumption have a negative effects on driving.

That’s why the campaign highlights those situations where people "convince themselves" that they can drive, even if they have been drinking.

The spot opens at a bar, where a father is having a few beers just before picking up his daughters at a football game. In the background, we hear "Vamos a Contar Mentiras," a version of the classic Spanish children's song kids sing on bus trips. Here, the kids repeat phrases that adults often say after alcohol is consumed, convinced they can drive, without considering the consequences.

The campaign sends out one message: only 0 alcohol has 0 consequences.

“If there is a term that defines the campaign for me, it is 'reflection.' What we see in it reflects us, for better or for worse,” said Juan Silva, Chief Creative Officer at Accenture Song Iberia. “It reflects us as a society of which alcohol is part, and that tolerates it, even in settings where its consumption should not be accepted.”