Victoria's Traffic Accident Commission has launched a new chapter in its long-running "Bloody Idiot" drink-driving campaign.
While previous instalments have focused on shock tactics and gruesome imagery, the latest commercial demonstrates the effects of drink-driving on the families and friends of offenders.
"November was a traumatic month on Victorian roads, with 29 lives lost," The TAC's Senior Road Safety and Marketing Manager John Thompson said.
"We are now calling on all Victorians, to plan their travel, be it holiday trips or nights out, and prevent further tragedy on our roads this summer."
The launch of the new television commercial forms part of the TAC and Victoria Police's Summer Stay operation, which has seen nearly 300,000 Victorian drivers breath-tested in recent weeks.
Mr Thompson said that almost a quarter of all drivers and motorcyclists killed in road crashes have illegal blood alcohol levels of 0.05 or higher, and almost 80 percent of drink drivers killed are male with the majority aged 21 to 39 years.
"I understand socialising and having a drink is part of the Australian culture, but drink driving is no longer socially acceptable."
"We're not saying don't have a good time at Christmas parties, we're just saying organise your trip before you go out so you can get home safely."
Victoria's road toll is currently at 266, compared to 264 for the same period last year.