A life in PR is, as we all know, a constant bustle of glamour and
excitement. But try telling that to the Freud Communications team, who
spent an icy New Year’s Eve cruising the streets of Soho and attaching
cardboard wheel clamps to parked cars.
It was, naturally, all in the interest of the client - namely Holsten
Pils, whose marketing team was keen to capitalise on the Christmas
‘asshole’ drink/drive commercial through GGT. The ad agency came up with
the wheeze of cardboard wheel clamps with a Holsten logo and a reminder
not to drink and drive.
Even more cleverly, they suggested that this important promotional
scheme be handled by Freud. So while the GGT team spent Hogmanay
partying, the Freud team spent it cooped up in a small van with 1000
The clamps were greeted with huge enthusiasm by almost everyone - indeed
some very drunken punters were even trying to buy them. Except, that is,
for some of Soho’s most notorious strip clubs which drew their shutters
while the Freud team went about their business.
Holsten is now thinking of extending the one-nighter into a year-round
campaign warning of the hazards of drinking and driving. A thought that
the professionally eager Freud team is, no doubt, greeting with absolute
delight. No wonder Sophie Rhys-Jones decided to give it all up. A
cardboard wheel clamp makes even a cardboard prince look attractive.