Think! has embraced a cool southern dude, styled like Jeff Bridges' The Dude from the Big Lebowski, in order to steer young male drivers on sensible driving.
'The Road Whisperer', a new ad from VMLY&R, is targeted at new drivers, cooly reminding them that confidence comes with real road experience.
The 'New Driver' campaign tackles various road scenarios that can stump new drivers. It will be chopped into videos and gifs shared digitally and online. The 'Night Driving' movie will also air in cinemas.
The Road Whisperer will guide on issues like tyre safety and keeping vulnerable road users safe.
Road safety minister Jesse Norman said: “Everyone feels some nerves when they’re on the road for the first time, but it takes a good driver to admit it.
“Confidence comes with time and practice, so it’s important to keep learning and build up experience to become a better driver. And that commitment to keep learning is what this Think! campaign, with its tips and guidance, aims to create."
The campaign builds on the Think! ‘Mates Matter’ campaign – which it claims saw the biggest shift in more than a decade in young men’s attitudes towards drink driving.
Vote for the campaign below in The Drum's Creative Works.