RCMP in Newfoundland and Labrador have adapted the popular Elf on the Shelf to warn against drunk driving, in a Facebook campaign that has gone viral.

As part of its public awareness campaign, the RCMP posted photos of the elf in a variety of poses, including embracing a bottle of Chivas Regal, going for a ride in a pink toy car and then getting arrested.

The elf is also shown giving a breath sample and waking up, dejected, in a police lockup.

Elf has history with Placentia RCMP

In Christmas 2012, Const. Tony Seaward of the Placentia RCMP detachment snapped a photo of the Elf in a police cruiser next to a radar unit, to get the message out to drivers to slow down in winter weather.

Seaward posted the photo to the RCMP's Facebook page, where it was enthusiastically received.

That got Seaward thinking about using the Elf on the Shelf to get out the RCMP's "Don't drink and drive" message.

"Over two nights, me and one of the other members of the office took some pictures," said Seaward.

The whimsical photos have caught the public's attention, with the photographs being shared widely over Facebook and other social media.

"This is a fantastic way of making a point," said commenter Andrew Adams. "Although the situation itself isn't funny, these pictures are hilarious!"

The Elf on the Shelf book and toy have sold millions of copies since they were introduced in 2005.

Officer pleased with Elf's internet fame

Seaward said he's pleased that the message behind the Elf's plight has spread far and wide.

"Just don't drink and drive," Seaward said.

Seaward added that the Elf has since been released under his own recognizance.

"He's a very naughty elf. But I think he's learned the error of his ways."