SangSom

Drink Don't Dumb

A new CSR campaign for the Thai rum 'SangSom' falls into the latter camp and goes all in on the ludicrous things that can happen when drinkers lose control--and not just while they're behind the wheel.

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In the music video-style spot featuring a catchy, ungrammatical track--"Drink don't dumb," the vocals sing--a parade of partygoers demonstrates the risks of drunk-smoking, drunk-dialing, drunk-kissing, drunk-flying, drunk-peeing and drunk-shoving your coworker's face into a giant spikey durian fruit. Through all the wackiness, SangSom's admonition to young people is apparent: don't do anything you'll regret.

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The spot is timed for the mid-April Songkran Festival, the Thai New Year celebration, when accident rates due to intoxication jump.

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