“Drunk driving” – the main cause of Thailand’s road accidents, is a serious problem that continues to bring down many deaths each year. Thai Health Promotion Foundation would like to make drunk drivers realize that their irresponsible behavior can ruin any of innocent people’s life.    
The TVCs dramatically show a metaphor that although these innocent victims have a chance to beg for life from drunk drivers, they definitely going to die anyway. The begging moment emphasizes the message that a drunk driver is deliberately to commit a crime on the street. The series of TVCs demonstrate the seriousness through different characters to cover all types of drunk drivers who are our target audience.