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Drunk Driving? Not on Your Life.

The new Endwi summer campaign, “Not on Your Life,” takes a humorous look at the thought process and decision-making of its protagonist. But there’s an angel and a devil all vying for our hero’s attention. Who does she listen to?

Not on Your Life is directed by Terry Stavoe, a director who we have worked with on several broadcast spots for the New Mexico Department of Transportation (NMDOT). He has also directed commercials for iconic brands like Coca-Cola, Subway, and MTV. The Director of Photography, Munn Powell, is best known for his cinematography on the cult classic Napoleon Dynamite, a deadpan comedy about an outcast teenager and his friend. The new Endwi spot incorporates his retro desaturated, warm colors providing a cinematic feel to the video. RK Venture’s Broadcast Creative Director, Nick Tauro, looked to his years of performing Improv when developing the script and casting the lead roles. “It was really important to find comedic actors, with great improvisation chops, who could inhabit the roles of the angel and the devil. They not only had to be entertaining but also had to be relatable to our audience. Otherwise, our safe driving message would fall flat. I think the hilarious results speak for themselves.”  Check out the extended version of the TV spot.

This was the first time since the start of the pandemic that we were able to launch the campaign at an in-person press event. Hosted by Jeff Barela, NMDOT’s Traffic Safety Director, speakers included Howie Morales, Lieutenant Governor of New Mexico, Robert Thornton III, New Mexico State Police Chief, and Jeff Berry, VP Market Manager Cumulus Media Albuquerque.

The new broadcast spot coincides with heighten DWI awareness for the summer months. July is one of the highest months for alcohol-related crashes and fatalities. In 2019, there were 10,376 DWI arrests, potentially saving lives in New Mexico. Sadly, there were also 149 people killed.

“For the past 10 years, the ENDWI campaign has worked tirelessly to reduce the number of drunk driving related crashes and fatalities by promoting designated drivers, safe rides, and responsible alcohol consumption,” said Transportation Secretary Mike Sandoval. “The new campaign is positive, affective, good humored and casts New Mexico drivers as heroes. The approach is refreshing and unique. You won’t see the effects of DWI, you’ll see people doing the right thing to prevent tragic consequences.” 

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