DJ and TV presenter Lauren Laverne stars in a viral ad that aims to get people at music festivals to curb their binge drinking as part of a summer campaign from the alcohol awareness charity Drinkaware.
The 40-second viral clip, which is being seeded online later today and will be screened at festivals throughout the remainder of the summer, features the Culture Show presenter addressing a crowd at a music event.
Laverne then decides to crowd-surf. However, she ends up face first on the ground after a number of the boozed-up crowd disappear to pee behind a tree.
The clip ends with the text and a voiceover, by Laverne, stating: "Alcohol makes you pee more than water or soft drinks – pace yourself and miss less."
"There's no denying a lot of people enjoy a few drinks at a festival but drinking too much can ruin the experience," said Laverne, commenting on the campaign. "The video is a fun way of conveying a serious message in a non-preachy way and of getting people to think twice about how much they drink and the effect booze can have on their health and wellbeing."
The online ad, part of Drinkaware's "Drink less, Miss less" campaign, was made by production company Fullwell73 with support from ad agency Enable Interactive.
Last week the health secretary, Andy Burnham, threw his backing behind a £100m industry anti-binge-drinking campaign, launched by more than 45 companies, with the caveat for continued support that a formal funding mechanism of £5m be put in place to support Drinkaware.
The Drinkaware Trust is currently funded on the basis of voluntary industry donations.
Earlier this month, Drinkaware launched a viral video ahead of the first Ashes cricket Test featuring an umpire who makes a bad call during an over by England swing bowler James Anderson because he is having a pee after drinking too much.
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