From what I remember, the anti-meth ads in Montana did well. Great shock value.
But regarding this ad...I don't know. It seems as if it's targeted toward conscientious kids - kids who already may be leaning against drinking and driving and ad like this reminds them of that. So, as you wrote, if it saves one life it was worth it. And it may well do that as many kids can grasp what can happen with drinking and driving.
The kids that are hard core? Or just don't give a shit? I don't think it will have an effect. The gray haired actor, the Pope, the Dalai Lama are all fine to use, but the kids that are more concerned about the rebellious and fun part of getting drunk are looking to rebel and have fun. They're not concerned about the family whose life they spared.
.-= Jonathan Trenn´s last blog ..Three lost months =-.