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.

by Steve Hall    Jan-25-07   Click to Comment   
Topic: Campaigns, Commercials, Good, Radio, Television   

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I think it's a good campaign. I know from working with teenagers that they don't speak up on a lot of things that are important. I once spoke up to someone driving recklessly, and they and our mutual friend got mad at me and I lost the mutual friend. But I didn't care. Another rendition should be an example of this scenario, with the teenager who spoke up saying, oh well. I guess we're not friends anymore then and walking away.

Posted by: Rebekah on January 25, 2007 3:13 PM

Excellent, these ads have more of a persuasive tone rather than the "scare the **** out of you" tone that so many PSAs tend to do.

At first it's almost sarcastic and silly, but in the end it maintains it's seriousness and makes you face reality with stating the fact that no one else can speak up in the event of reckless driving except yourself.

It hits home without using any shocking imagery,woah. (never thought PSAs could survive without resorting to "shock value" before)

Posted by: Mark on January 26, 2007 3:39 PM