[Russic]

Agree with KTrain. I'm also not in the demographic but it feels like a bunch of middle aged people sat around a board room brainstorming on what teenagers like. Zombies! Facebook! Myspace!

It feels forced imo. As a kid I always hated it when adults tried to "get on my level" by speaking in a different way. Just approach me in a serious manner and if your point is valid I would listen. Just because I acted like a total idiot didn't mean I was one.

I applaud the attempt to get a point across without being overly graphic or using scare tactics. One thing I always felt that was effective yet underused was stating consequences that are easier to imagine. For a kid (or an adult even), the concept of an activity killing you seems far removed and unlikely. My favorite anti smoking advertisement was a poster of all the things that could be bought using the money that goes to a pack-a-day habit. The idea that "smoking will kill you" (while true) is too uncomfortable, too easy to mentally block and there's always the chance it won't. Focusing on the money however isn't as uncomfortable and it's going to happen to you.

For something like this message, I would have targeted it towards the negative aspects (legally) of getting caught while drinking and driving.

Also, trying to be funny is risky business. If you pull it off great, but if you end up falling into the category of trying to be funny but falling short, it can backfire and just come off as obnoxious. I feel this campaign falls into that hole.