The new campaign highlights the consequences of excessive drinking. It’s not telling everyone to be tee-total, but it is trying to cut back extreme behaviour. The Government’s message is that by drinking safely and sensibly people can still have a good time without putting themselves, and others, at risk.

This campaign comes after the UK topped a poll by the European Union as Europe’s heaviest alcohol consumers.

The creative for the viral film, developed by VCCP digital and shot by Independent’s director Mathew Jerrett, forms part of a wider ad campaign, including TV, radio, press and online display ads.