The drinking and driving behavior causes enormous harm to families and society. Governments then try to prevent people from drinking and driving by laws and advertisements. Previous anti-drinking and driving advertisement researches mainly addressed the effectiveness of them with various harms based on the fear appeal theory. Due to the drinking and driving is an impulsive and risk behavior, this paper thus proposes and tests another type of anti-drinking and driving advertisement, namely restrain efficacy. The study selects independently designed advertisements and people who own driver license as investigative sample. The results show that self-restraint, friend-restraint and exemplar-restraint anti-drinking and driving advertisements are efficient in decreasing drinking and driving intension, and there is no difference in the effectiveness of persuasion between restraint and harm anti-drinking and driving advertisements. The different types of restraint advertisements playdifferent roles in decreasing the drinking and driving intension. Also, it should be noticed that restraint anti-drinking and driving advertisementsmight cause some rebound effect in case of counter results.