The Ad Council and the U.S. Department of Transportation’s National Highway Traffic Safety Administration (NHTSA) have unveiled a new public service advertisement (PSA), “Lost in a Flash,” aimed at curbing buzzed driving across the United States. Launched during the deadliest months for alcohol-impaired crashes—July and August—the PSA highlights how a single poor decision behind the wheel can irreversibly change lives.
Targeting Hispanic male drivers ages 21-34, the emotional TV spot was created pro bono by MEL, a culture-first creative agency. Delivered in Spanglish, it underscores the real and lasting consequences of buzzed driving, concluding with the campaign’s longstanding message: “Manejar Buzzed es Manejar Drunk” (Buzzed Driving is Drunk Driving).
“Alcohol-impaired driving crashes claim a life every 42 minutes,” said NHTSA Chief Counsel Peter Simshauser. “This PSA reminds drivers their choices impact entire communities.”
Michelle Hillman, Chief Campaign Development Officer at the Ad Council, emphasized the campaign’s legacy: “Since 1983, we’ve worked to change cultural norms around impaired driving. This creative reaches audiences where they are—emotionally and culturally.”
All media placements will run nationwide in donated time and space. Since 2000, the campaign has delivered over 25 billion impressions, reinforcing the message that even a small amount of alcohol can have devastating effects on the road.
