Helen Mirren tears into drunk drivers in a Budweiser Super Bowl PSA, describing anyone considering going behind the wheel after drinking as a "short-sighted, utterly useless, oxygen-wasting, human form of pollution." Oh, and "a Darwin-Award-deserving, selfish coward."
The ad, "Simply Put," from Anomaly, opens on the Oscar-winning actress seated at a table with a Bud and a burger in front of her. The starts her diatribe by politely describing herself as a "notoriously frank and uncensored British lady" and then launches full force into her take down of drunk drivers. "If your brain was donated to science, science would return it," she says. "So, stop it!"
The PSA was released online today with the launch of Anheuser-Busch’s StandWithBud.com initiative, which urges football fans to seek out safer travel alternatives, like taxis and public transportation, after the big game. The effort encourages people to take a pledge to #GiveADamn and share their commitment to responsible drinking on social media, using Mirren’s brazen tone.
"We can all agree that driving drunk is a very bad idea, yet people still do it. If we’re able to make one person think twice and not get behind the wheel, then this campaign has done its job," said Brian Perkins, vice president, Budweiser, in a statement.
Budweiser said it will donate $1 (up to $1 million) to safe-ride-home programs in the US every time a fan uses the hashtag #GiveADamn on Twitter, Instagram or Facebook, from now until the end of Super Bowl 50 this Sunday.
Anheuser-Busch, historically one of the Super Bowl’s biggest advertisers, also said it plans to run a 30-second ad that will show Budweiser Clydesdales "in a new light, highlighting their strength, power and size as symbols of the hard work and care that goes into brewing Budweiser." The ad, "Not Backing Down," also from Anomaly, is the 27th Super Bowl ad to feature the iconic horses.