Effective? Budweiser Super Bowl ad has Helen Mirren insulting drunk drivers

Budweiser has released a Super Bowl ad featuring British actress Helen Mirren, introducing herself as a “notoriously frank British lady,” insulting drunk drivers.  Then she holds up a frosty Bud and toasts her fellow Bud drinkers.

I don’t get it.

First of all, does Helen Mirren play with the drunk-driving, football watching demographic?  I think not.

Second of all, the insults don’t work.  Most people who drink while intoxicated don’t realize how drunk they are.  They think that they are good enough to make it home.  They don’t see themselves as “utterly useless, oxygen wasting, human form of pollution.”  They see themselves as hardworking parents, good citizens, church members.  Which they are, most of the time.

A much better pitch is to remind people how easy it is for a good person to get arrested, or much worse, seriously injure or kill themselves or someone else when they drink and drive.

What do you think?