Diageo’s ‘Take a Minute’ tackles impaired driving during NFL season
Created by Anomaly NY, ‘Take a Minute, Make a Plan’ emphasizes that while touchdowns excite, getting home safely is the true victory.
The work encourages sports fans to be proactive and plan ahead to avoid impaired driving. / Credit: Diageo
It’s National Impaired Driving Prevention Month and Diageo is raising the bar on responsible drinking with its latest campaign, ‘Take a Minute, Make a Plan.’
This ambitious initiative – crafted in partnership with Mothers Against Drunk Driving (Madd), the NFL and Uber – aims to inspire fans to prioritize planning a safe ride, especially during high-energy football celebrations.
Diageo’s strategy taps into the cultural significance of football rituals. Whether it’s painting one’s face in team colors, debating which jersey to wear or curating the perfect tailgate playlist, football fans devote an average of 690 minutes a week to the sport, as reported by the brand. The campaign’s core message? Spend just one of those minutes planning not to drive impaired.
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“In sports, a one-minute timeout to talk strategy can change everything,” said Stephanie Childs, Diageo North America’s executive vice-president of corporate relations. “With this powerful insight, we created a campaign to inspire people to take one minute to plan ahead, celebrate responsibly, and never drive impaired. Through our partnerships with Madd, the NFL and Uber, we are proud to collaborate on this important effort to prevent impaired driving. Together, we can reach more people and save lives.”
The campaign embraces a tongue-in-cheek creative approach, showcasing football fans’ game day preparations juxtaposed with the crucial step of arranging a safe ride. From face-painting rituals to tailgate beer runs, the ads encourage viewers to reflect on the simplicity and life-saving impact of taking just 60 seconds to plan ahead.
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The ‘Take a Minute, Make a Plan’ campaign, ideated and developed in partnership with Anomaly NY, is a multi-channel effort featuring print, digital and out-of-home ads; broadcast integrations during NFL games; and in-stadium activations at select events, including tailgate setups.
Uber is sweetening the deal with incentive codes, ensuring fans have accessible options to celebrate responsibly. The campaign will remain active through the NFL season, culminating in a high-profile push during Super Bowl LIX weekend in New Orleans.
NFL senior vice-president of social responsibility Anna Isaacson underscored the league’s commitment to the initiative: “As we celebrate the excitement of the NFL season, it’s critical to remember that the safety of our fans and communities comes first. We’re proud to reinforce our commitment to responsible celebrations by partnering with Diageo, Madd and Uber on this impactful campaign.”
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