Alcohol-impaired crashes claimed a life every 42 minutes, according to the latest available data from NHTSA
NEW YORK, July 1, 2025 /PRNewswire/ — The Ad Council and the U.S. Department of Transportation’s National Highway Traffic Safety Administration (NHTSA) today announced the launch of a powerful new public service advertisement (PSA) aimed at preventing buzzed driving across the United States. The latest creative encourages responsible driving behavior at a time when 30% of traffic fatalities nationwide involve an alcohol-impaired driver.
The new TV PSA, “Lost in a Flash,” highlights to viewers how avoiding buzzed driving contributes to collective well-being within communities and families. The creative is designed specifically to remind Hispanic male drivers ages 21-34 that decisions they make behind the wheel can impact both themselves and their loved ones. This work launches at an especially dangerous time of year to be on the road, as July and August are the deadliest months for alcohol-impaired driving crashes. Alcohol-impaired driving crashes claimed one life every 42 minutes, according to the latest available data.
Created pro bono by culture-first creative agency MEL, the new creative builds on the campaign’s longstanding mission to educate audiences that alcohol-impaired driving can have real, lasting consequences that extend far beyond the driver. The PSA is designed to resonate with the campaign’s Spanglish-speaking target audience. The spot delivers an emotional and urgent message: buzzed driving can erase everything you live for in an instant. The new creative concludes with the campaign’s longtime message: “Manejar Buzzed es Manejar Drunk,” or “Buzzed Driving is Drunk Driving.”
“For over four decades, the Ad Council has worked to shift cultural norms around alcohol-impaired driving, and our new work continues that commitment,” said Michelle Hillman, chief campaign development officer at the Ad Council. “Since 1983, the Ad Council and our partners have reminded people what’s at stake every time they choose to get behind the wheel after drinking. This new creative taps into emotion and duty, connecting directly with our audiences to remind them that buzzed driving is drunk driving.”
“A crash caused by buzzed driving doesn’t just impact one person, it ripples through families and communities,” said NHTSA Chief Counsel Peter Simshauser. “This new PSA is a critical reminder that buzzed driving is drunk driving. Plan ahead and make safe choices.”
“This work demonstrates MEL’s commitment, as a culture-first agency, to elevating communities across the country through advertising and communications,” said Luis Miguel Messianu, founder and chief creative officer of MEL. “There is no better way to do that than by meeting people where they are – culturally and linguistically – and by ensuring the safety of families at a historically dangerous time of year to be on the road.”
The new campaign assets, which include TV, digital, print and out-of-home formats will run nationwide in time and space donated by the media. Since 2000, the campaign has garnered over 25 billion impressions across all mediums to prevent buzzed driving.
About the Ad Council
The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change. For more than 80 years, the nonprofit organization and its partners in advertising, media, marketing and tech have been behind some of the country’s most iconic social impact campaigns – Smokey Bear, Friends Don’t Let Friends Drive Drunk, Tear the Paper Ceiling and many more. To learn more or get involved, visit AdCouncil.org, join the Ad Council’s communities on Facebook, Instagram and LinkedIn, and view campaign creative on YouTube.
About NHTSA
For more than 50 years, the National Highway Traffic Safety Administration (NHTSA) has been the primary federal agency responsible for safety on the nation’s roadways. As part of the U.S. Department of Transportation, NHTSA works to reduce traffic-related deaths and injuries by promoting the use of seat belts and child safety seats; helping states and local communities address the threat of distracted, drunk and drug-impaired drivers; regulating vehicle safety standards and investigating safety defects in motor vehicles; establishing and enforcing fuel economy standards; conducting research on driver behavior and traffic safety; and providing consumer information on issues ranging from child passenger safety to impaired driving. For more information visit www.nhtsa.gov.
About MEL
MEL is a culture-first creative agency committed to going beyond conventions by elevating the connection between people and brands. Founded by award-winning industry leaders, MEL specializes in developing communication for diverse communities that comprise modern culture. Capabilities include consumer segment and brand strategy; communications planning; and creative and content development. For more, please visit www.thisismel.com.
SOURCE The Ad Council
