A television advertisement campaign began tonight, featuring CCTV-style video footage of drunk people, as part of the latest effort to increase awareness of excessive alcohol consumption.
Drinkaware.ie is running the ad, which is part of the drinks industry's attempt to encourage a change in drinking culture.
The way people in Ireland drink is changing, with half of alcohol now consumed at home.
Campaigners hope the ad, which begins with humour but ends in a messy late night A&E row, will prompt people to think before they drink.
Pre-loading or drinking at home before a night out is a growing phenomenon, which is leading to an increase in drinking.
The rise in wine consumption is also worrying drinkaware.ie with predominately female drinkers of wine growing by over a third in recent years.
The new ad is part of a €20m campaign by the industry to encourage more responsible drinking.
