MTV ‘Idiots’

At J Walter Thompson, we were working with MTV.

They wanted to put out an anti-drink driving message at Christmas.

I saw a lot of ideas but chose this one.

Adam Scholes and Hugh Todd had the idea that all the drunkards taking cabs at Christmas are actually the clever ones.

I suggested flipping the thought and wrote the line.

Brilliantly directed by Tony Barry, the film picked up a Gold Award at The British Television Advertising Awards and a Cyber Lion at Cannes.