In some ways, advertisers that aim to alter social behaviour take on a parental role. And as with parents in the real world, the correct approach to adopt when it comes disciplining varies depending on who you talk to.
Nowhere is this more evident than when it comes to road safety campaigns. While some advertisers opt for subtlety—as seen in Clemenger’s recent ‘Mistakes‘ campaign—to show the gravity of contravening a law, others prefer to assault the senses with scenes of horror.
Rather than following Clemenger’s lead by taking the ‘gently, gently’ approach, The Tombras Group has instead created an ad for the National Highway Traffic Safety Administration in the States that wouldn’t be out of place in the 72nd sequel of the Final Destination franchise.
In addition to presenting a challenge to the cleanliness of viewers’ underwear, the campaign also attempts to spread awareness via the #justdrive hashtag.
— Tamara Dull (@tamaradull) April 7, 2014