In this ad, which aims to inform parents about underage drinking all the teenagers are acting quite unlike their age. the first trio are discussing the flavor of wine, mentioning hints of liquorice and leather. One girl declines her guests bottle of wine since they already have one at the party, and the guest calls her mother saying she'll give it back to her instead. A boy refuses an offer to "go to the basement" with a girl as she has had cider and he doesn't want to do anything she might regret. A boy turns down a beer saying that he promised his mother he'd only have two. The boys holding the ladder ask the girl climbing it to get down before she hurts herself.

And it all ends with the line", that probably doesn't happen."

Gold winner for Best commercial at Roygalan 2009.

Esteban Client: Systembolaget

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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