"Every 53 minutes in America, someone is killed in a drunk driving crash. That equates to 27 people every day. " Your initial reaction to this ad may be well, that escalated quickly as Albuquerque ad agency RK Venture and visual effects artist Sean Broughton go all out for this hard-hitting public awareness campaign for the New Mexico Department of Transportation.

“We wanted the ‘What’s The Worst That Can Happen?’ campaign to reflect the reality of just how deadly impaired and distracted driving is,” said RK Venture’s executive creative director Richard Kuhn. “We’ve worked with Sean Broughton on several award-winning projects, and knew that his expertise with visual effects, not to mention that fact that he has collaborated with Stanley Kubrick, Spike Lee and other renowned filmmakers, would result in spots that would startle with their realism, and thus, instigate behavioral changes among drivers. We, and more importantly our client, couldn’t be more pleased with what Sean delivered.”

"What's the worst that can happen?", "Buckle up" and Don't Text are are available on ENDWI New Mexico youtube page.

This post is sponsored Endwi.

Launched via a press conference with New Mexico Governor Susana Martinez, the campaign is running statewide in English and Spanish through September, as part of the state’s 100 Days and Nights of Summer enforcement program.

Ad agency : RK Venture http://www.rkventure.com/ Visual Effects: Sean Broughton