Pee-S-A: Latest Drunk Driving Defense Talking Urinal Cake

The state of New Mexico has unveiled a unique campaign to help prevent drunk driving. In fact, it's an idea residents of the state will literally pee on.

New Mexico has ordered 500 talking urinal cakes (at $21 each), which will utter various public service announcements to raise awareness of drunk driving. The water, er urine-proof devices bear the state's anti-DUI slogan, "You drink, you drive, you lose."

The message against drinking and driving will begin once the urinal senses it has a visitor with its proximity device. (However, it cannot tell if a restroom user is actually drunk.)

Anti-drunk driving messages include: "Hey, you! Yeah, you! Having a few drinks? Then, listen up! Think you've had one too many? Maybe it's time to call a cab or call a sober friend for a ride home. It's sure safer and a hell of a lot cheaper than a DWI! Make the smart choice tonight. Don't drink and drive!"

The talking cakes will be distributed to bars across the state during this campaign. Then bar owners will be encouraged to place the 'Wizmark' inside urinals. Each one is said to last about three months. New Mexico officials initially footed the bill, but hope barroom owners will keep up the public service.

Wizmark Urinal Communicator is the company that sells the talking urinal cakes to an array of advertisers who wish to target men. The company's marketing content touts, "There are many places you can put your ad, but most of them don't guarantee three seconds of attention, let alone a consumers undivided attention."

The company says that this product is guerilla marketing for men. In addition to voice messages, the company also makes deodorizing screens, which display a visual message. County Music Television (CMT) has also used the Wizmarks deodorizing device to advertise its Outlaws series. Schools have used the Wizmark for anti-drug messages.

The bioengineer who founded the company, Dr, Richard Deutsch says on the company website, "There is no more of a captive audience than a man at a urinal. PSA messages have historically been bland with documented marginal impact. This will get people talking about the contents of a PSA message like never before."

Deutsch came up with the idea while using a urinal, he told the Discovery Channel in an interview. He said that he realized he was looking down at the drain for the same length of time it'd take an advertisement to go by.