The AA: advert-body-3 by Adam&Eve/DDB

Adam & Eve/DDB has created a powerful new campaign for the AA Charitable Trust in a bid to slash the number of road fatalities caused by drivers falling asleep at the wheel. In a 60-second film called ‘Drowsy Driver’ we see a man driving alone on a quiet road at night.

Out of nowhere, a pair of hands appear and start giving the driver a shoulder massage. Then more hands appear, this time gently rubbing the driver’s temples. The relaxing vibe then steps up a level, with incense wafting through the car, the heating going up and the driver getting a foot rub. Without warning the scene changes and we realise that the car is empty except for the driver, who has fallen into a slumber. The final scene shows the car drifting on to the wrong side of the road and ends as we see the headlights of an oncoming vehicle.

The payoff reads: 'Don’t let tiredness creep up on you. Stop. Take a break.'

It was produced by Biscuit Filmworks UK and follows last year’s ‘Designated Driver’ campaign highlighting the danger of texting and driving, which was also created by Adam & Eve/DDB for the AA Charitable Trust.