Discouraging drinking and driving is a year-round commitment at the NSLC, especially during the busy holiday season. The NSLC’s 2011 holiday campaign, Tipsy Rides, continues the NSLC’s tradition of promoting responsible consumption of beverage alcohol in a non-traditional manner.

Tipsy Rides focuses on the relationship most people have with their vehicles. More than a method of transportation, often vehicles are an extension of their owner’s personality and if it’s an extension of them when sober, it also applies when celebrating a social occasion. This idea uses talking vehicles to personify the behaviours that are typical when people have had a few drinks and the inhibitions have become a bit relaxed.

The campaign features two spots “Cute” and “Love” depicting conversations that might occur between a group of females and a group of males while out celebrating the holidays. Through the use of humour, this approach positively positions and promotes drinking responsibly by delivering a very clear message that “If you’ve had a few, your car has too.” Viewers are reminded to “Park it. Plan ahead to get home safely.”

The campaign airs on provincial television stations (CTV, Global, CBC) during December, is featured on at-cash posters in NSLC retail stores and is also featured in an out-of-home media buy in licensed establishments.