If you were watching Super Bowl 50 Sunday, you might have seen featuring actress Helen Mirren. In case you missed it, the spot showed Mirren sitting at a restaurant table with a hamburger, fries, and a bottle of Bud. Speaking to the camera, she said:
“Hello, I'm Helen Mirren, a notoriously frank and uncensored British lady. The collective ‘we' are dumbfounded that people still drive drunk. So I'll sum it up like this.
If you drive drunk, you, simply put, are a shortsighted, utterly useless, oxygen-wasting human form of pollution. A Darwin-award deserving, selfish coward. If your brain was donated to science, science would return it. So stop it.
Now, the chances are, you're a fun, solid, respectable human being. Don't be a pillock.*
Your friends and family thank you, the friends and family of other drivers thank you, your future self thanks you.
This is supposed to be fun! Cheers!”
*-A pillock is a British slang term for a stupid person.
It's the latest in a long line of beer commercials which urge viewers to “Drink Responsibly.” Indeed, the closing billboard has that very phrase on it below the Budweiser logo. (Ironically, Mirren's father for part of his life.)
Perhaps one telling point to be made about this ad is that Mirren uses the phrase “drive drunk” instead of “drink and drive.” Perhaps that means that beer producers get it: that just because you have a drink or two doesn't mean that you cannot safely operate a motor vehicle (despite what MADD and some other teetotaler organizations might have you believe).
In conjunction with the commercial, Anheuser-Busch pledged to donate to safe ride programs, and also partnered with ride-sharing services Lyft and Uber to offer discount codes for post-Super Bowl rides home.
All in all, it was a pretty funny Super Bowl commercial with a directly-stated message that wasn't overly dramatic or preachy. Of course, what Ms. Mirren didn't say was this: “If you are pulled over and arrested for drunk driving, be sure to contact a qualified DUI defense attorney to help you with your case.”