The McFarland Pissalyzer Wants to Prevent Drunk-Driving with Graphic PSA
Jordan Sowunmi — May 17, 2011 — Marketing
In a PSA for beer company McFarland, Italian ad agency Publicis Milan has developed an entirely new way to prevent people from drunk driving -- the McFarland Pissalyzer.
The way the McFarland Pissalyzer works is through a small black square placed at the bottom of the urinal which measures the length of urination. After 25 seconds -- the amount of time the average urinal trip takes if you've had one pint -- you receive a warning on the little black square advising you to take a cab home.
The McFarland Pissalyzer is not a bulletproof idea, (what happens if you drink a ton of water all night and then use the urinal?) but it does add another intriguing dimension to the age-old debate about what lengths the government/alcohol companies/ad agencies should go to in preventing people from drunk driving, and what are the most effective.
The way the McFarland Pissalyzer works is through a small black square placed at the bottom of the urinal which measures the length of urination. After 25 seconds -- the amount of time the average urinal trip takes if you've had one pint -- you receive a warning on the little black square advising you to take a cab home.
The McFarland Pissalyzer is not a bulletproof idea, (what happens if you drink a ton of water all night and then use the urinal?) but it does add another intriguing dimension to the age-old debate about what lengths the government/alcohol companies/ad agencies should go to in preventing people from drunk driving, and what are the most effective.
Trend Themes
1. Smart Urinalysis - Developing urinalysis technology to detect alcohol consumption and prevent drunk driving through public restrooms.
2. Real-time Public Service Announcements - Using interactive displays in public restrooms to provide real-time PSA messages about alcohol consumption and drunk driving.
3. Personalized Prevention - Creating personalized apps or devices that provide real-time guidance on safe levels of alcohol consumption based on an individual's physical characteristics and alcohol tolerance.
Industry Implications
1. Alcohol - Developing and marketing products that include smart technology to detect and prevent alcohol consumption and drunk driving.
2. Public Health - Partnering with ad agencies to create innovative public service announcements and campaigns to raise awareness of the dangers of drunk driving.
3. Technology - Exploring new technologies such as sensors, machine learning, and artificial intelligence to develop smart urinalysis devices to prevent drunk driving.
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