Legend (Ghost Chips) - Road Safety

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

Steve Ayson

Director

Darcey-Ray Flavell-Hudson

Actor

Mahuia Bridgman-Cooper

Composer

Philip Andrew

Creative Director