A controversial new campaign targeting drug driving has been launched in New Zealand.  Produced by Goodoil Films with Clemenger BBDO for the NZ Transport Agency the covert film was directed by Matt Murphy.

Over four days last year, 147 people who thought they were being driven to a costume fitting for a TV commercial were unaware that their drivers were actually actors who were pretending to be driving under the influence of a range of drugs.

Each of the actors improvised having recently taken one of four drugs: cannabis, prescription medication, party pills (Ecstasy), and 'P'.

Hidden cameras in the vehicles captured all of the passengers actual reactions - from complacency to nervousness to anger. All participants appearing gave their consent for footage to be used in the final ad.

The campaign's tagline of 'Drug driving. Do you think it's a problem?' aims to spur debate and encourage conversation about the issue.