Popular UK actors, Hugo Chegwin from People Just Do Nothing and Kadeem Ramsay from Top Boy have a new gig in a campaign by VML UK for THINK!. They’re the DJs of a pirate radio station that’s hijacking young drivers’ to remind them to drive to the conditions of rural roads in the UK.

Young men aged 17-24 are four times more likely to be killed or seriously injured on the road in comparison to older groups. They are likely to underestimate the risks on the road and be involved in an incident. 

So UNXPECTD FM is a life-saving pirate radio station that tunes into drivers’ cars in real-time when rural road conditions get sketchy. Playful banter cleverly weaves in serious messages – ever heard of ghost cows or shopping trolleys being pulled by huskies? The ads use real-time dynamic weather data to serve up references specific to rural road conditions – such as ice, wind, or rain – that young drivers may find themselves in. The highly-targeted hijack occurs when young drivers need to slow down the most.

Guy Opperman, roads minister at the Department for Transport, stated, “We hope this fresh campaign cuts through to young men, who statistically are the most likely to drive too fast on rural roads and in dangerous conditions. This is a fresh initiative from THINK!, using recognisable voices and innovative technology to remind drivers of risks right behind the wheel.”

Hugo Chegwin commented, “I’ve no idea where they got the concept of a pastiche pirate radio station from!! But it’s entertaining and puts an unexpected spin on an important subject. Just like that ninja black ice, yeah.”

Frances Cooke, creative director at VML UK, added, “Nobody likes being told how to drive, especially young guys. To cut through when they are behind the wheel, we knew we couldn’t sound like a government message. So, working with the incredibly talented and authentic voices of Hugo & Kadeem, we brought to life UNXPECTD FM, a campaign designed to not sound like a ‘campaign’ at all. One we hope our audience will lean into and help save lives.”

UNXPECTD FM will run across radio and audio streaming platforms such as DAX and Spotify. Media strategy is by Wavemaker, media planning and buying from MG OMD (OmniGov), and media delivery by A Million Ads. Measurement will be tracked by Verian.