This isn’t the first and I’m sure it won’t the last alcohol brand to attempt to create a sobriety test. The latest variant from Becks combines their famous keyed logo with the idea of struggling to get your car key in the ignition when your drunk (do cars still come with actual keys or is it all proximity based sensors now?!). One nice touch is the location based taxi database which can be set up in advance so that if you play the game and fail the app auto dials that cab company for you. That aside I do have concerns about insinuating that if you can complete some simple game then you are safe to drive. The idea completely disregards the units of alcohol consumed or when. For example I could down a bottle of Vodka, play the game immediately, pass the test, jump in my car and head to the closest motorway. I think we all know how that would end. A far better example of addressing drink driving is the ‘Drunk Valet‘ social experiment out of Brazil.