Diageo Great Britain is rolling out its responsible drinking advertising nationally.

The UK arm of the drinks behemoth confirmed today (1 May) that the adverts - 'Many Me' and 'Mirror' - will run across the country from this month on terrestrial and satellite channels. The roll-out follows last year's two-month regional pilot in London, Manchester and Nottingham.

"The consumer response to the adverts has gone a long way in silencing critics who claim that responsible drinking advertisements do not have any impact on people's attitudes," said Philip Almond, marketing director at Diageo GB. "They can, and we hope to see an even greater response from the national roll-out in May."

With the strap lines 'Don't see a great night wasted' and 'Make sure you like what you see', the adverts work on the belief that drinking too much can make an individual lose 'social currency', especially amongst their peer group.