Lotus is a British automotive company that has been producing sports cars and racing cars for over 70 years. The brand is known for its lightweight and fine-handling characteristics, innovation, and achievement in motorsports. Lotus Cars has won seven Formula One World Championships and has created iconic models such as the Lotus Seven, the Lotus Esprit and the Lotus Elan.
Lotus Cars is not only a brand that drives differently but also a brand that drives responsibly. The company cares about the safety and well-being of its customers and society. That's why Lotus Cars launched a series of print ads during the spring festival in China to remind people how serious it is not to drink and drive.
Drinking and driving is a major cause of traffic accidents and fatalities worldwide. According to the World Health Organization, about 1.35 million people die yearly from road traffic crashes, and 29% of those deaths are due to alcohol impairment. The situation is even more alarming in China, as alcohol-related road traffic deaths account for 45% of the total traffic deaths.
Lotus Cars wanted to raise awareness of this issue and encourage people to make smart choices regarding drinking and driving. However, in China, the use of any obvious elements implying alcohol is limited in advertising campaigns, so the creative directors at Serviceplan China had to find a smart idea to show the impact of drinking without showing alcohol.
The result was a series of print ads that featured jumbled-up sentences with subtle misplaced characters in Chinese, to let customers realize that even if they see the mistake, they may not notice it when under the influence of alcohol. The ads also had the slogan "Don't drink and drive" repeated four times in English, Chinese, French and German. The message was clear: drinking and driving can impair your judgment, perception and reaction, no matter what language you speak or where you are from.
The "Don't drink and drive" Lotus print ads were a clever and effective way to convey a serious message creatively. The ads received positive public and media feedback, and won several awards for their originality and social responsibility.
Lotus Cars is a brand that not only delivers high-performance and high-quality sports cars and racing cars, but also cares about the safety and well-being of its customers and society. The "Don't drink and drive" Lotus print ads were a testament to that. Lotus Cars is a brand that drives differently and drives responsibly.