Channel 4 and Aviva launch prank web series to promote safe driving

Channel Four Television Corporation, Aviva

Nicole Greiner is a research analyst at VAST MEDIA, a media research and consulting company based in Berlin that provides international television industry leaders with qualitative competitive market analysis of digital entertainment and content marketing.

Channel 4, Zenith UK and insurance company Aviva teamed up to launch "Driven to Distraction," a web series inspired by Aviva's 'Good Thinking' initiative. The six-part series aims at inspiring good thinking behind the wheel and stars celebrities and members of the public in a prank road trip show.

The series took into account research by traffic psychologists and YouGov. In each of the episodes, one of the celebrities invited people to a supposed car pooling show. Instead, they lost control of the car via one of the unsafe habits.

When the passengers entered the car, they were blindfolded and did not see that the car is completely controlled by a stunt man operating the modified vehicle from the roof. At the end of each episode, the situation is cleared up and the message of promoting safer driving is promoted. Among the celebrities driving the passengers around are Martin Kemp, The Chuckle Brothers and former Pussycat Doll Ashley Roberts. "Drive to Distraction" is available on the broadcasters All 4 catch-up platform and the company's social media outlets. The web series was produced by Little Dot Stud.

You can access the Future of TV hub here.Sign up to receive The Drum's Future of TV newsletter.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.