Driving along and your phone pings with a new text alert. Quick read of the message; maybe a one-word reply; and your eyes are back on the road. No harm done…
Since 2011 the number of casualties caused by drivers who are distracted by their mobile phone has increased by a quarter (24%). In light of this, the AA Charitable Trust is raising awareness of the dangers of distracted driving with a new spot by adam&eveDDB to be shown in cinema and online.
The commercial highlights the underrated danger of texting whilst driving with a narrative that follows a couple leaving a nightclub: the woman, who is the designated driver for her intoxicated boyfriend, starts to reply to a text as they start their journey. The boyfriend notices and suggests they swap places, in a move that makes a bold statement on the dangers of using a mobile phone whilst driving.
The spot is supported by the Department for Transport’s Think! campaign, who create road safety information and campaigns to reduce road deaths. The new ad coincides with new stricter penalties being introduced (1 March) for those caught using hand-held phones whilst driving.
Chief creative officer: Richard Brim
Group executive creative director: Ben Tollett
Art director: Jon Farley
Copywriter: Alex Lucas
Additional credits: Client: Edmund King, AA president
Group chief strategy officer: David Golding
Planner: Nick Hirst
Agency producer: Lucy Georgeson
Media agency: Carat UK
Production company: Outsider
Director: James Rouse
Producer: Benji Howell
DOP: Alex Melman
Editor: Bill Smedley at Work Editorial
Post production: Framestore
Audio post production: Sam Ashwell @ 750mph