Waving Mumbai drinking and driving PSA

This ad from the Mumbai Police Department discourages drinking and driving by creatively executing a visual trick on the eyes. The entire ad looks like it’s waving! [via]
The ad is made by Ogilvy (India).
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April 8th, 2008 at 2:55 pm
WHAT.
this is crazy. at first, i didn’t see it, then it waved crazily, and then a few seconds later, it was just waving steadily without me trying to make my eyes see it. TRIPPY!! so cool.
April 9th, 2008 at 9:38 am
[...] | [doobybrain.com] Post relacionados [Duerme bien antes de manejar] [...]
April 19th, 2008 at 9:51 am
Well, I’m drunk, and it doesn’t move. So I guess it weighs up.
April 19th, 2008 at 6:47 pm
it doesnt move,I guess something is wrong with me
April 20th, 2008 at 4:47 am
This what happens when you put a note in front of the picture…. you probably drink!
April 20th, 2008 at 11:43 am
This is what happens when you eat psychedelic mushrooms.
April 20th, 2008 at 1:37 pm
This is really trippy. At first I read the text - nothing big, then when I read the full description about the wavy technique, I looked at it again and boom it hit me lol.
I’m thinking that it may have something to do with the color choice and also the treatment of drop shadows and outlines on certain part of the text.
Awesome post!
April 20th, 2008 at 3:04 pm
Now I know not to read signs when driving drunk! This will come in handy.
April 21st, 2008 at 8:58 am
[...] Isso é o que ocorre quando você bebe e dirige. Isso é o que ocorre quando você bebe e dirige. Visita [...]
April 23rd, 2008 at 11:35 am
Apparently, If you view it WHILE you are already drunk, it doesn’t work. Not wavy for me.
April 26th, 2008 at 10:29 am
very nice…
April 26th, 2008 at 6:40 pm
Nice trick, but this aint no ad. Print it out and you will see that this works only with a computer-monitor and not on paper/cloth.
April 27th, 2008 at 10:07 am
WOAHH! that was triipy i really didnt get it so i just started to stare at it and it starte like wiggling… maybe i am drunkk….??
April 27th, 2008 at 1:07 pm
When I first came to the site, I looked at the picture and nothing happened. Read the description, went back to the picture and actually read steadily from top to bottom, and the whole thing started waving.
Awesome!
April 27th, 2008 at 3:34 pm
I thought it meant you would see a lot of one thing. It doesn’t wave to me.
May 6th, 2008 at 6:26 am
Here is another state PSA for drinking and driving but it also incorporates not wearing a seat-belt.
http://www.youtube.com/banikMDT
It is a very sad story with a very sad ending. The victim of the accident mentioned in the video had just came back to Montana with his wife and two small children. He and a friend were driving home together when the driver lost control and Jeremy was thrown from the vehicle. Because the friend was drunk, he is sitting in jail for manslaughter and you have a wife without a husband and two kids without their daddy. Sad stuff.
May 6th, 2008 at 12:18 pm
U drink and drive?
U?
DAMNIT GUYS.
May 24th, 2008 at 8:30 am
i dont get the point of this picture
August 1st, 2008 at 11:17 am
Yeah its kinda freaky!
August 19th, 2008 at 8:57 am
nice one…. i didnt know indian gov agency can come up with great creatives
August 22nd, 2008 at 8:29 am
Lol, could just be an animated gif or something?