Ghost Chips

Legend, popularly known as Ghost Chips, is a 2011 public service announcement by the NZ Transport Agency (NZTA) to prevent drink driving. Targeting young Māori men, a demographic with a high rate of drink driving incidents, the advertisement targeted bystanders who could prevent peers from driving drunk. Its comedic tone contrasted with campaigns that used graphic imagery. The film depicts the internal monologue of a young man (portrayed by Darcey-Ray Flavell-Hudson) who is unsure whether to tell his friend not to drive drunk but imagines the consequences of not doing so, including his friend becoming a ghost. The advertisement went viral, and received praise for its humour and realism. It became a New Zealand cultural icon and meme, inspiring multiple catchphrases. The NZTA reported in 2012 that over 90% of people in the country knew of the advertisement.