Reckless Driving Campaign Uses Fresh Approach
In a world where...on wait, that movie trailer dude says that all the time. But, for once, the phrase can be put to good use: In a world where teens are subjected to an onslaught of "don't" ads (drive drunk, do drugs, eat too much, have unprotected sex, make racial slurs), the frequency of which only a creative reviewing a Cannes reel would subject oneself too, it's refreshing to see a different approach. We're thinking the teens are appreciating it too.
Rather than use scare tactics of meaningless pontifications, this Ad Council campaign called UR the Spokesperson uses humor and pokes fun at the overused and now meaningless scare and pontification tactics that teens are now desensitized to. In the ads, the usual teen foolery is going on inside a moving vehicle but rather than the ads ending in a crash or cutting to a stern lecture, a game show-style announcer hops in the car and asks, "How would you like to save your life from an ugly, reckless driving death?" It then goes on infomercial-style with the kids getting all agreeably 50's-style. It's different. It's refreshing. Whether it works, though, is an entirely different subject.