Leo Burnett London's "Pub Loo Shocker" ad is pretty genius. The actors they hired for the spot have no idea what is in store for them, so what you see is genuine fear. Instead of the normal fear by carnage tactic, the agency has instilled a more effective fear: that when you drive drunk, accidents come out of nowhere, because you're not paying attention.
We need more ads like this – no one wants to see the tired old formula of car accident scenes anymore. We're almost immune to those, as Co.Create points out. What this ad does is bring fear out of nowhere, and hopefully shocks people enough to make them think twice before getting behind the wheel when they know they shouldn't.