Magazine article Marketing

ADWATCH: DTLR Goes for the Shock Treatment in Road Safety Ads - the Department of Transport Aims to Highlight the Danger of Driving When Tired in New Think! Work

Magazine article Marketing

ADWATCH: DTLR Goes for the Shock Treatment in Road Safety Ads - the Department of Transport Aims to Highlight the Danger of Driving When Tired in New Think! Work

Article excerpt

The Department of Transport (DTLR) has used shock tactics to highlight the fatal consequences of driving when tired in its latest road safety campaign.

The 30-second spot, created by Abbott Mead Vickers BBDO, enters the Adwatch chart at number 20, with 15% recall.

The ad opens with a man peacefully asleep in bed. The voiceover says John will die in his sleep, with his family by his side. The camera pans to show the same man asleep at the wheel as he drives home with his family.

The car hits a barrier, resulting in a horrific crash. With the car upturned, the engine still roaring and the wheels still spinning, the endline is 'Think! Don't drive tired'.

Tony Allsworth, the DTLR's head of transport publicity, says: 'Driving when tired is a serious matter and we wanted the advertising to focus on what can happen as a result, as well as giving advice on what drivers can do to avoid getting tired, such as having a break every two hours.'

He continued: ' We are targeting everyone, not just older drivers as many would expect. Half of all injuries occur in people under 30. …

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