Media Release

“Chopper” Read Drink-Drive Advertisement Wins Gold at Cannes

Sunday 24 June 2001

“Following the awarding of a Bronze Lion earlier in the week, in the Press-Poster section for a school-crossing road safety advertisement, Saatchi and Saatchi Australia has just won a Gold Lion in the Film section at ‘Cannes Lions 2001’, for its brilliant and provocative drink-drive commercial featuring hit-man Mark Brandon “Chopper” Read. Both advertisements were produced on behalf of the Pedestrian Council of Australia,” said Mr Harold Scruby, Chairman of the PCA.

“The International Advertising Festival, Cannes Lions, is the largest rendezvous for marketing and advertising professionals from all over the world and features the most prestigious advertising awards. Around 9,000 delegates from the advertising and allied industries gather each year at this famous event to celebrate the crème de la crème of creativity in all major media. The Gold Lion award was won in a field of over 6,000 entries from all over the word.

“The advertisement features ‘Chopper’ Read speaking directly to camera at his kitchen table. He undoes his shirt, pointing to different areas on his body where he has been assaulted in prison and says: ‘When I was in prison…I got slashed in the face…my ears cut off… a butcher’s knife here, an ice-pick here, etc., etc … If you drink and drive and you're unfortunate enough to hit somebody, you ought to pray to God that you don't go to prison.’

"Approximately 350 Australians die each and every year as a result of drink driving. The campaign promises to wake many Australians from their apathy and ignorance and make them realise the extent and severity of the problem.

"This hard-hitting commercial would not have been possible if it weren't for the assistance of Mark ‘Chopper’ Read, Saatchi & Saatchi Australia, Silver Screen Productions and Qantas. All parties donated their time and services, without payment, as part of their commitment to reducing the Australian road toll.” Mr Scruby added.

These award winning advertisements can be viewed on our web-site at:

Contact: Harold Scruby - Tel: (0418) 110-011

View the Saatchi & Saatchi "Cannes Lions" Gold Award "Chopper" Commercial