Texas men turn into bubbly cheerleaders for drunk-driving PSA

Posted on Tue Feb 9 2010

The Texas Department of Transportation is redefining gender roles in this new ad, which aired in major Texas cities before the Super Bowl on Sunday. The ad shows a bunch of guys watching a game in a sports bar. There's a touchdown, and they jump up in celebration. That's when things get weird. The men break into a cheer that you would expect from a group of blonde cheerleaders in short skirts (sorry for the stereotype!). I'm not saying men can't, or shouldn't, cheer. But when one guy wiggles his behind and another gestures in a feminine manner, you know the makers of this ad weren't trying to make it manly. The message, however, is far from comical, and has to do with drinking and driving. The male cheerleaders tell sports fans to take a cab or ask a sober friend for a lift home. "It's not whether you win or lose, it's how you get home," says the voiceover. Drunk-driving ads tend to be grim and even disturbingly graphic at times, so it's refreshing to see the Texas DOT try something new. Whether viewers will take the message seriously is a different story.

—Posted by Elena Malykhina



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