Chopper's scare tactics win award

The Daily Telegraph

Monday 22 July 2002
A CONTROVERSIAL anti-drink-driving advertisement featuring notorious criminal Mark “Chopper” Read has been voted by the advertising industry the best television commercial of the year.

Developed by Saatchi and Saatchi advertising and the Pedestrian Council of Australia, the advertisement also claimed two other awards.

The ad, aired throughout last year and designed to scare people about life in jail, has “Chopper” in his kitchen pointing to different areas on his body where he was injured in prison.

“When I was in prison, I got slashed in the face, my ears cut off ... 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,” Read says in the ad. PCA chairman Harold Scruby was elated the industry had picked the commercial from such a tough field, including the popular Yellow Pages “Not Happy Jan” advertisement.

“These awards are the guru awards for television advertising ... thousands of ads were put up but we won the No.1,” Mr Scruby said.

“It is very hard to get people's attention, then to retain it and actually change their behaviour, and we are happy that has been recognised.”

The 45-second commercial was one of two featuring “Chopper”, who donated his time, in response to research showing men over the age of 30 are more scared of going to jail than
they are of killing someone in a road accident.