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Dame Helen Mirren warns Americans against drink-driving in Super Bowl advert

Published 03/02/2016

Dame Helen Mirren will lecture Americans on the perils of drink-driving
Dame Helen Mirren will lecture Americans on the perils of drink-driving

Dame Helen Mirren has made an advert for Budweiser warning Americans not to be "a pillock".

The 60-second commercial advising against drink-driving will be screened during Sunday's Super Bowl, the showpiece American Football final.

In the advert, the 70-year-old delivers a speech as a regal soundtrack plays in the background in a reminder of her Oscar-winning role as Elizabeth II in The Queen.

Describing herself as a "notoriously frank and uncensored British lady", Dame Helen is heard likening drink-drivers to winners of the Darwin Award who are "honoured" for dying in a foolish manner.

"The collective 'we' are dumbfounded that people still drive drunk," she says.

"I'll sum it up like this: if you drive drunk, you, simply put, are a short-sighted, utterly useless, oxygen-wasting, human form of pollution, a Darwin Award-deserving, selfish coward.

"If your brain was donated to science, science would return it. So stop it. The chances are you're a fun, solid, respectable, human being. Don't be a pillock!"

The word is not in common useage in the US so some reports have also included a description.

CNN, for example, said "pillock" is "an obscure English insult, meaning fool or stupid person".

The average 30-second Super Bowl spot is commanding as much as five million US dollars, according to Forbes magazine.

Budweiser is among the advertisers willing to pay for a slice of the impressive audience.

An average of 114.4 million people watched the New England Patriots beat the Seattle Seahawks in 2015, making the game the most watched in the history of US television.

Other adverts will feature Deadpool star Ryan Reynolds selling Hyundai's 2017 Elantra and rapper Drake parodying his Hotline Bling video for T-Mobile.

Liam Neeson will be seen in a spot for LG's new OLED TVs and Aerosmith frontman Steven Tyler will plug Skittles.

The Denver Broncos will play the Carolina Panthers on Super Bowl Sunday.

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