“It won’t happen to me,” seduces young drivers into taking risks on the road, like using their mobile phones while behind the wheel.
Clemenger BBDO realised that shock tactics won’t cut through that delusion. But the voice of a mate could. Clemenger altered the safe driving warning from “look after yourself” to “put me first”.
And rather than showing the dire consequences of using a mobile phone while driving, the agency showed the rewards of not doing so. The mechanics of the ad are simple. It’s a series of similar scenes in which the driver’s hand is intercepted by his/her passenger’s before he/she can pick up the phone. Lionel Richie’s song, Hello, underscores the idea of friendship that drives the message.
The passenger’s hand is a mnemonic, not unlike the pinky finger in Clemenger BBDO’s successful anti-speeding ad for the RTA in 2007.
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The 45 second commercial directed by Ric Cantor is one of two NZTA ads produced this year by Curious Film. The other, directed by Zia Mandviwalla, educates parents about the likelihood that their own young drivers are ignoring the safety restrictions placed on provisional drivers.
Clemenger BBDO creative director, Emily Beautrais, commented, “We’re never without our phones. They’re the first things we look at when we wake up in the morning, and the last things we look at before we go to sleep. We live in a time where the majority of young people say they ‘can’t function’ without their phones. Asking them to put it down at any time is a big ask.”
Kiwis have heard that using their mobile while driving is dangerous, but they’re choosing to override the risk, added NZ Transport Agency senior education advisor, Adrian Stephenson.
“Research suggests driver distraction is likely to be a factor in 20-30% of crashes. However, the majority of young people still admit to using their phone for unnecessary tasks when they’re behind the wheel. While lots of overseas campaigns still use shock tactics, we realised we needed to take a different approach with young people if we had any hope of getting their attention.”
“Our research showed us passengers feel uncomfortable when their driver uses their phone. Hello makes that discomfort visible without a heavy, judgmental tone,” Beautrais added.
Hello launched during the Easter break on Sunday, 27 March. Video content will run on online TV, Facebook, Instagram, YouTube, Vevo, Pandora and Spotify. It will also be supported with radio.
Credits:
Agency: Clemenger BBDO/ Proximity
Executive creative director: Brigid Alkema
Creative director: Emily Beautrais
Creatives: Steve Hansen, Emily Beautrais
Agency producer: Marty Gray, Jen Gasson
Agency sound creative: Mike Gwyther
Group account director: Linda Major
Account director: Bethany Omeri
Account manager: Matt Barnes
Production Company: Curious Film
Director: Ric Cantor
Executive Producer: Matt Noonan
Producer: Stu Giles
DOP: Crighton Bone
Editor: Luke Haigh
Sound Design: Paul Stent
Music Arrangement: Jim Hall, Franklin Rd
Vocals: Age Pryor
Client: NZ Transport Agency
Principal scientist: Paul Graham
Principal advisor: Rachel Prince
Senior education advisor: Adrian Stephenson
Media Agency: OMD
Managing partner: Matt McNeil
Senior account manager: Katy Baker
Account manager: Georgia McNaught
