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So despite hundreds dying each year at the hands of drink-drivers, the film’s central message and title still seemed alien. Worried by the rising tide of deaths, the Ministry of Transport commissioned a leading animation studio, Halas and Batchelor, to create the 40-second film.
It was actually aired three years before a legal drink-drive limit was even set, in 1967, with roadside breath tests following a year later.
It’s 1964, and in living rooms across Britain a jolly black-and-white public information film flickers on to the nation’s television screens with a novel message: “Don’t ask a man to drink and drive.” It’s short, amusing, innocent and fun and, although nobody knows it yet, it will one day be recognised as a major turning point, the moment when drink-driving begins to lose its gloss of public acceptability.
Fifty years ago, millions were still routinely downing “one for the road” before swerving home in the car.
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