Waking up on Sunday morning with a sore head, and a mouth feeling like sandpaper is a common occurrence around Australia. The extra beers or shots last night seemed like a good idea at the time, but you’re paying for it now.
Not-for-profit company Hello Sunday Morning wants to get drinkers to sober up to see Sunday morning, and has released its first national ad campaign to help achieve this with the tagline ‘Don’t let the day get away’.
The campaign features Kram, the drummer from Spiderbait, with a brand new track created specifically for the campaign. The ad showcases just how much you can achieve on a Sunday morning.
It was inspired by Qantas’ Feels Like Home campaign, which leans heavily on emotion.
George Saada, the man behind the Qantas ad, said: “It is a positive and upbeat piece of work that explores a side of emotion – happiness and joy – that no other anti-binge drinking ad has done. Hopefully that means it works and we can change our binge drinking culture.”
Hello Sunday Founder Chris Raine said the team had convened the best in the advertising business to produce the ad. “We want the video to encourage people to question their attitudes to alcohol and embrace an awesome Sunday morning, rather than hide under the doona with a hangover,” he said.
“It is directly supported by our new app, designed to change drinking behaviour in as little as two minutes a week. It’s all about building a world where drinking is a choice, not an expectation and where we have fewer hangovers and more brilliant Sunday mornings.”