The LCBO unveiled new 30-second spots for its “Deflate the Elephant” anti-drinking and driving holiday campaign earlier this month. First run in 2009, the evolving campaign is shifting its message this year to encourage people to think about how their guests will get home earlier in the party-planning process.

With media by ZenithOptimedia and creative from One Advertising, the campaign includes the 30-second TV spots and digital ads running throughout December, as well as English and French print ads in the holiday issue of the LCBO’s magazine, Food & Drink.

John Pace, VP, director of client services, One Advertising, tells MiC the campaign is using 30-second spots this year, as opposed to 15-second spots developed for past campaigns, to expand the messaging to include a push to a new web platform called ‘The Podium’ where people can share their responsible hosting ideas, including non-alcoholic drink recipes and other tips.

Also new to the campaign is a partnership with Kia Canada, who Pace says was chosen as a partner thanks to its close work with MADD Canada. Kia is providing the prize for a contest called “Speak Up and Win.” Developed by Kia’s AOR Innocean and One Advertising, the contest encourages Ontario residents to engage with the Deflate the Elephant website for the chance to win the use of a Kia Rondo for one year.

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