Imagine you're at the bar and you've set up a tab so you can drink the night away in merry bliss. Now it's 2am, you're drunk, and when you get your bill it's upwards of $73,000. That'd be a pretty powerful moment, regardless of how much you've had to drink.
It's all part of a drunk driving PSA from OgilvyBrazil that aims for 'quality of reach' over 'quantity of reach'. While the scale isn't there, the people involved look like they got the message. And just think of how big a 'free media' number the PR firm will pin to this initiative once I've supported it with this post.