Blackberry Smoke × NHTSA

Rock band Blackberry Smoke is partnering with NHTSA to encourage safe motorcycle riding habits through targeted social, YouTube pre-roll ads, and digital audio spots that educate riders about the personal and financial consequences of a DUI.

Ride Sober or Get Pulled Over

The primary goal of this National Highway Traffic Safety Administration (NHTSA) campaign is to promote safe motorcycle riding and mitigate impaired driving using the core message, "Ride Sober or Get Pulled Over." NHTSA wanted to deliver this message through the authentic, trusted voice of an artist with a genuine connection to the motorcycle riding community.

Creative that Drives KPIs

MAX designed creative to promote across multiple channels, including social, streaming audio, YouTube, and even a PR video to play on video screens at live events.

Social Videos

• "The Road Ahead": Immerses the audience in a motorcycle rider's point of view as they travel to a Blackberry Smoke concert, connect with friends, and enjoy the show. As the rider prepares to leave the venue on his motorcycle, lead singer Charlie Starr steps in to remind him that riding impaired is not worth the risk of a DUI.

• "Brotherhood": Features an interview-style setup where Charlie Starr discusses the brotherhood shared within both his band and the broader motorcycle community. He talks about the obligation riders have to watch out for one another and underlines the severe personal and financial costs of a DUI, such as losing a job or paying for expensive legal defense fees.

• "Freedom": Uses a fast-moving sequence of visuals designed to contrast the freedom of the open-road with the sudden loss of that freedom due to a DUI. The spot closes out with a striking visual combination of a motorcycle and law enforcement presence.

PR Video (for YouTube and Live Events)

A promotional clip featuring the members of Blackberry Smoke delivers a direct-to-camera message asking their audience to plan ahead, look out for fellow riders, and join the band in taking a pledge to ride and drive sober.

Streaming Audio

One 30-second and one 15-second audio spots, both voiced by Charlie Starr play on Spotify and Pandora, expanding reach and awareness. Charlie says fans are like family and that family watches out for each other on the road. He warns that even a single drink can be too many before rolling a motorcycle throttle, ending with the official sign-off, "Ride sober or get pulled over."

Get to Know Blackberry Smoke

Blackberry Smoke is a Southern rock band founded in Atlanta, Georgia that has made a name for themselves with their distinctive blend of Southern rock, country, and bluegrass.

Blackberry Smoke has a strong connection to motorcycle culture, frequently performing at motorcycle rallies and hosting rides like the “Brit Turner Memorial Roll Out Ride.” Custom shops have created Blackberry Smoke-themed bikes for fans (like the "One Horse Town Edition").

Charlie Starr, lead singer of Blackberry Smoke, has been open about his journey to sobriety and fans often discuss sobriety and accountability on social, referencing Starr's journey as inspiration for their own.

Follow Blackberry Smoke on Social / Streaming: