Irish Don't Drink and Drive advert

• The normality of the camera work lulls us into a false sense of security so we are shocked by the ending.  The normality created by the camerawork (it's like a diary of ordinary daily life) creates throughout the advert the underlining & unfortunate fact that drink driving is  increasingly common; how ever this doesn't make it right.
• This advert utilizes shock factor with the child's death
• It builds up a idyllic picture of childhood with the child as a part of a very close knit family which makes it all the more distressing that the idyll snatched away prematurely