Take a Minute. Make a Plan.

Diageo North America; Mothers Against Drunk Driving (MADD); the National Football League(NFL); and Uber Technologies, Inc. form a unique partnership

In sports, a one-minute time out to talk strategy can change everything. With this powerful insight, we created a campaign to inspire people to take one minute to plan ahead, celebrate responsibly, and never drive impaired,” said Diageo North America Executive Vice President of Corporate Relations Stephanie Childs. “Through our partnerships with MADD, the NFL, and Uber, we are proud to collaborate on this important effort to prevent impaired driving. Together, we can reach more people and save lives.”

“As we celebrate the excitement of the NFL season, it’s critical to remember the safety of our fans and communities comes first,” said NFL Senior Vice President of Social Responsibility Anna Isaacson. “We’re proud to reinforce our commitment to responsible celebrations by partnering with Diageo, MADD, and Uber on this impactful campaign, encouraging fans to take a minute to plan ahead and never drive impaired.”

With a tongue-in-cheek creative approach, the campaign spots show different settings where football fans prepare for game day—from rituals like face painting and selecting the right jersey to wear, to gathering the essentials for an ideal tailgate—inspiring viewers to reflect on how taking just one minute to plan can make a vital difference to ensuring a safe ride. The 360-degree marketing campaign includes print, digital, and out-of home (OOH) advertisements, broadcast integrations during select NFL games, in-stadium programming including tailgate activations at select games, and targeted Uber messaging with exclusive incentive codes. The campaign will run throughout the remainder of the NFL season, inclusive of visibility in New Orleans during Super Bowl LIX weekend, ensuring that fans across the country are consistently reminded of the importance of planning before celebrating. —Source NNPA