A ghoulish guest will be crashing local Super Bowl parties this Sunday. The South Dakota Office of Highway Safety along with Lawrence and Schiller, will be debuting a new ad featuring the character Jim Reaper, a lighthearted take on the Grim Reaper, with a serious message about the dangers of drinking and driving. And as KELOLAND’s Perry Groten reports, TV isn’t the only platform where you’ll be seeing Jim on Sunday.
Jim Reaper doesn’t have a speaking part in the ads, but Super Bowl viewers can’t ignore his intimidating screen presence.
“You’ve got a large male audience and males are problem drivers for us. You’ve got a group of viewers that watch the commercials and talk about them.” South Dakota Office of Highway Safety Director Lee Axdahl said.
The Jim Reaper ads urge viewers to make safe choices behind the wheel, from buckling up to putting down electronic devices to using designated drivers. People will be able to meet Jim in the flesh, or at least in the bone, when he visits Sioux Falls sports bars on Super Bowl Sunday.
“He’s really there to remind people that death is always waiting and watching, hoping you slip up,” Kristy Laue of Lawrence & Schiller said.
Organizers of this ad campaign hope the message of don’t drink and drive hits home when bar patrons come face-to-face with Jim Reaper.
“He’s ominous, he’s dark, he’s very tall, I think it’s really going to hit people in a way that they can’t ignore,” Laue said.
A reaper who resonates with bar customers so they don’t face a grim outcome after the big game.
Some of the bars Jim Reaper will visit Sunday include The Attic and The Barrel House. Bar customers can get a selfie with him and qualify to win a $50 gift card.
To learn how to become a safer driver, click here