David Coulthard stars as rogue taxi driver in Aviva road safety campaign

David Coulthard

Aviva has enlisted Formula One driver David Coulthard for a new road safety campaign which sees him star as rogue taxi driver who shocks customers with dangerous driving habits.

The ‘Good Thinking’ campaign launches today (31 December) on social media before airing on TV on 1 January 2017. It has been developed in conjunction with Adam&EveDDB and ZenithOptimedia.

In the ad Coulthard appears in disguise as a taxi driving who bewilders his unwitting passengers with an array of appalling driving habits.

The customers are then shocked as their driver demands payment for the hair-raising ride, before the driver’s real identity is revealed. The underlying message from Aviva is that no-one should have to pay for other people’s bad driving, and that safer drivers save an average of £170 by downloading and using the free Aviva Drive app.

Peter Markey, brand and marketing communications director for Aviva said: “Distracted driving is a huge problem in the UK and Aviva is on a mission to help bring about social change and encourage people to really make that extra effort to concentrate when they are behind the wheel.

Markey added: “Sadly there are still too many incidents which happen because people get into bad habits or they get distracted while driving, so we want to send out this message loud and clear - that everyone can play their part in making our roads safer, by just taking that extra care. The Aviva Drive app is free to download and safer drivers save an average of £170 off their Aviva car insurance, so there’s every reason to take the safe driving challenge and really make a difference.”

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Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

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