Who would have guessed that giving away ghost chips could save lives? The people behind the Legend don’t drink and drive advert could not in their wildest dreams have expected it to have become such a runaway hit.
That’s because the Land Transport Safety Authority advert aimed at young Maori male drivers (and others) has gone viral, taken on a life of its own and become a New Zealand internet meme.
Not only has it nailed its target demographic, it has become a popular cultural touchstone. The over 1,200,000 views on YouTube since it was posted on October 20 illustrate just how wildly popular it has become.