Timed to coincide with the deadliest season on American roads, a powerful new public service campaign is sending a clear and urgent message: buzzed driving is drunk driving — and it can take away everything in an instant.
Launched by the Ad Council in partnership with the U.S. Department of Transportation’s National Highway Traffic Safety Administration (NHTSA), the new PSA titled "Lost in a Flash" targets young Hispanic men between the ages of 21 and 34 — a demographic statistically vulnerable to alcohol-impaired driving incidents. July and August are known to be the most dangerous months for such crashes, with a life lost every 42 minutes due to alcohol-related traffic accidents, according to the latest NHTSA data.
The creative behind the PSA was developed pro bono by MEL, a culture-first advertising agency known for campaigns that speak directly to multicultural audiences. This latest spot delivers its message in Spanglish, blending English and Spanish to reflect the everyday language of its intended viewers. Through a poignant narrative, it shows how a single poor decision behind the wheel can erase dreams, futures, and families — all in the blink of an eye.
“Lost in a Flash isn’t just a warning — it’s a cultural wake-up call,” said Luis Miguel Messianu, founder and chief creative officer of MEL. “As a culture-first agency, we believe in speaking to communities in a way that feels authentic and urgent. This campaign connects with Hispanic drivers on a personal level and during a historically dangerous season on the road.”
Michelle Hillman, chief campaign development officer at the Ad Council, reinforced the campaign’s long-standing objective. “For over 40 years, we’ve worked to change the cultural mindset around alcohol-impaired driving. Since 1983, we’ve reminded drivers what’s at stake. This campaign taps deeply into emotion and responsibility — because buzzed driving doesn’t just affect the driver. It affects everyone.”
NHTSA chief counsel Peter Simshauser echoed that sentiment: “A crash caused by buzzed driving sends shockwaves through entire communities. This PSA is a critical reminder to plan ahead and make safe choices. Buzzed driving is drunk driving.”
The PSA concludes with the campaign’s enduring bilingual tagline: “Manejar Buzzed es Manejar Drunk.” The message is simple yet powerful — there’s no safe level of alcohol when it comes to driving.
The campaign will run nationwide across TV, digital, print, and out-of-home platforms, with media placements donated by partners. Since its inception in 2000, this initiative has generated more than 25 billion media impressions, helping to raise awareness and save lives.
As summer begins and millions take to the roads, Lost in a Flash reminds all drivers — especially young Hispanic men — that one split-second decision can mean irreversible loss.
