Canadian Automobile Association Shows That When Edibles Kick In, You’re in No Shape to Drive

Created by agency ONE23WEST for CAA (Canadian Automobile Association), the new campaign 'If You Can’t Drive Your Body, You Can’t Drive Your Car' flips the typical anti-drug ad formula. Instead of shock tactics, it leans into recognisable moments of human mistakes - those slightly off-kilter things people do after a few edibles - and uses them to deliver a serious reminder about impaired driving.

Seven years post-legalisation, cannabis culture in Canada has matured, but edibles haven rewritten the playbook. They’re discreet, accessible, and socially normalised. Yet their delayed effects still catch people off guard.

“Everyone knows not to drink and drive. But edibles have changed the landscape, and people still underestimate their effects,” says Kristine D’Arbelles, senior director, public affairs, CAA National. “We wanted to talk about impairment in a way that feels real to Canadians today - not with fear, but with truth, humour and to encourage Canadians to make a plan to get home safely”.

If you’ve ever tried an edible, you know how fast simple tasks can start to feel impossible. Tying your shoes, reaching for a snack, or answering the door can become little challenges that somehow feel huge. ONE23WEST and CAA turned that relatable truth into a nationwide campaign that translates those everyday missteps into a clear safety message: if your body can’t function normally, you shouldn’t be behind the wheel.

“We realised the conversation around edibles hadn’t caught up with their reality,” adds Jordan Hamer from ONE23WEST. “People assume they can have a few gummies and still be fine to drive an hour later. But the truth is, even basic coordination gets fuzzy. You literally can’t drive your body.”

The creative is built around two 30 second and one 15-second spot - Shoelace, Candy, and Doorbell - each showing a person fumbling through a simple action after consuming edibles, ending with the reminder to plan ahead. The humour is real, relatable, and never judgmental.

“CAA has been advocating for Canadian travellers for more than a hundred years,” continues Kristine. “This campaign just extends that mission in a modern, human way. We’re not here to judge anyone’s choices - just to remind them to plan ahead.”

By grounding the message in actual human behaviour, ONE23WEST and CAA have created a campaign that is shareable, relatable, and culturally smart. It proves that public safety messages can still cut through when they’re built on truth, insight, and a sense of humour.

The work launched on Nov. 26th across Canada in English and French on TV, digital video, and social media. It was directed by Michael Clowater of Radke Films, with media support by ONE23WEST.