Partying Reindeer Aim To Curb Drunken Driving

You’ve likely seen the ad: a party attended by fun-loving reindeer is crashed by a very upset Santa.

The commercial, sponsored by the Texas Department of Transportation, is part of a statewide campaign targeting drunk driving during the holiday season.

This is the 14th year that TxDOT has brought attention to what appears to be a serious and chronic problem in the borderland. So far this year, 70 people have died on El Paso roadways — and more than half of those deadly wrecks were caused by drunk drivers.

The latest deaths due to drunken driving came Sunday, when a wrong-way driver on I-10 crashed into several vehicles, killing himself and another man.

Blanca Del Valle, the spokeswoman for the local TxDOT office, acknowledges that the cute, animated ad is depicting a grave issue in El Paso. But Del Valle said TxDOT is trying to raise awareness.

“If you’re going to be irresponsible and you’re going to drink and drive, you’re being irresponsible,” she said. “You’re taking someone’s life in your hands. You could take your own life. Is it worth it?”

The ad will run through Jan. 1. Del Valle said bars and other establishments that serve alcohol are also participating in the campaign by hanging posters and serving coasters with the same message. Billboards are also posted around town.

TxDOT and law enforcement agencies are urging those who are attending holiday parties to call a cab, assign a designated driver or even stay put for the night as alternatives to drinking and driving.