Race Horse Center of Drunk Driving Ad Campaign

It's not that the name of this particular race horse sounds odd - they all do. It's that the name of this horse is central to a New Zealand-based, anti drunk driving campaign. The Land Transport Safety Authority plans to use the name, Dontdrinkanddrive, for a race horse bred by Sir Patrick Hogan. No, not that one. That was Paul Hogan.

The apparent strategy of race fans hearing the name, Dontdrinkanddrive, over and over and over again before, during and after horse races, might cause that sixth beer not to be consumed before heading home.

Clemenger BBDO is behind the naming strategy.

Not everyone thinks it's a good move. National MP (some sort of high ranking government official, we guess) said, "I haven't come across anyone who has heard this story and hasn't fallen about laughing. I'm not sure that's how they want road safety messages taken." What do you think?