Agency: Adam & Eve
Date: Mar 2017
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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