Absolut Vodka is giving away free cab rides in anti-drink driving campaign

By Robert Mann

- Last updated on GMT

Crackdown: Absolut Vodka is offering free taxi rides home for party goers this Christmas
Crackdown: Absolut Vodka is offering free taxi rides home for party goers this Christmas
Absolut Vodka is offering free taxi rides home for revellers throughout December as part of its annual anti-drink-driving campaign.

To deter party goers from driving after consuming alcohol this Christmas, the Pernod Ricard vodka brand is handing out free cab rides to help customers get home safe.

The brand has teamed up with Capital FM DJ Roman Kemp and Dirty Martini bar for its second instalment of Absolut’s Better Journeys Home​ campaign.

“Some of the best memories I have of my mates have been made during journeys home, so I jumped at the chance to help people make their nights memorable for all the right reasons,” Kemp explained.

“What better way to get home safely with your friends this Christmas than a free ride?”

The 60-second animation​ features Kemp and his friends in a taxi discussing tales of their journeys home, including a women cutting her toenails on a night bus and jumping on a milk float.

Adam Boita, head of marketing for Absolut, said the film aims to encourage viewers to pick a safe way home.

“Drink-driving figures are unfortunately continuing to rise, so we wanted to think of a creative and fun way to capture the attention of those who are most at risk on the roads,” he said.

“Teaming up with Roman Kemp and Dirty Martini, our aim is to encourage as many people as possible to seek out safer and better journeys home this festive season and beyond.”

The free ride service is running across London, Birmingham and Manchester throughout December and party goers can enter the competition on Dirty Martini's​ website.

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