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Hero image for Legend (Ghost Chips) - Road Safety

Legend (Ghost Chips) - Road Safety

Commercial (Full Length) – 2011

This 2011 anti-drink driving ad campaign became a Kiwi pop cultural phenomenon, spawning countless parodies, memes, t-shirts and over a million YouTube views; phrases from the ad entered the vernacular (“you know I can’t grab your ghost chips”). Eschewing the usual shock and horror tactics, the Clemenger BBDO campaign for the NZ Transport Agency was targeted at young male Māori drivers, and used humour to get the message across that it was choice to stop a mate from driving drunk. Directed by Steve Ayson, it won a prestigious D&AD Yellow Pencil award in 2012.

I’ve been internalising a really complicated situation in my head.
– From the ad

Key Cast & Crew

Profile image for Steve Ayson

Steve Ayson

Director

Profile image for Darcey-Ray Flavell-Hudson

Darcey-Ray Flavell-Hudson

Actor

Generic Profile image for Mahuia Bridgman-Cooper

Mahuia Bridgman-Cooper

Composer

Generic Profile image for Philip Andrew

Philip Andrew

Creative Director