Pop refrain drives message home
Wednesday 30 June 1993
The lyrics of Mungo Jerry's 1970 hit song In The Summertime also advises people to do 'a ton, or a ton and 25' but the accompanying film opens with scenes of jolly drinking and ends with a close-up of a resulting accident with two dead bodies.
Mungo Jerry, alias Ray Dorset, said: 'When I wrote the song in 1970 it was a kind of celebration of life, a pursuit of adolescent dreams. In the 1970s life was free and easy, but now it is not cool to drink and drive.'
Robert Key, the roads minister, said that he had a personal interest in curbing drink-driving because in his student days he came across the aftermath of a ghastly crash with a scene of 'bodies, blood and silence'.
The 40-second televison commercial will be shown until August in a pounds 1.6m campaign, the biggest to date, in an effort to curb drink-driving in the summer, which claims more victims than the winter. In 1991, the last year for which statistics are available, June was the worst month for drink- related deaths.
Since 1981, when there were 1,540 deaths, the number of people killed in drink-related accidents has reduced sharply to about 700. Mr Key said: 'Long summer evenings, outdoor social events, barbecues and nice drives to country pubs all make it difficult to believe that a couple of drinks can do any harm.'
But Mr Dorset disturbed the calm of the press conference when he demanded to know why the alcohol industry did not fund the campaign and why they were not forced to print a warning on every bottle and can. 'We have a very good relationship with the brewers,' the minister said.
- 2 Maisie Williams has an excellent message for one confused fan
- 3 There is something wrong but very right about this Bible illustration
- 5 Tampon tax scrapped in Canada after petition convinces conservative government
Saudi Arabia mosque bombing: Two volunteer security guards hailed as heroes for stopping Isis suicide bomber reaching worshippers
Maisie Williams has an excellent message for one confused fan
Archaeologists discover 2,400-year-old gold bongs in Russia
Tampon tax scrapped in Canada after petition convinces conservative government
Migrants in Kos: Photos show real tragedy after British tourists complain of 'awkward' holidays
EU referendum: David Cameron's rules are a 'democratic disgrace', says French-born Scottish politician set to be denied a vote
British tourists complain that impoverished boat migrants are making holidays 'awkward' in Kos
A nation of inequality: How the UK is failing to feed its most vulnerable people
Australian man punched in the face for defending Muslim women from abuse on train
EU referendum: David Cameron to deny EU migrants and under-18s the chance to vote
David Starkey 'tells Amal Clooney to shut up and stop over-promoting human rights'
£16500 - £18500 per annum: Recruitment Genius: One of the leading Mercedes-Ben...
£27500 - £35000 per annum: Recruitment Genius: This is an exciting opportunity...
£19500 - £23500 per annum: Recruitment Genius: Experienced B2B Telemarketer wa...
Negotiable: Recruitment Genius: This global company are looking for two Showro...