Marina at Adverbox notes an interesting campaign by Amsterdam Agency N = 5 for Top Gear magazine. It highlights the link between texting/networking while driving and road accidents. Marina believes that it will be effective for that 18-45 audience who will connect with the graphic, while she also remembers some of the grisly Public Safety Ads.
This ad prompts a couple of thoughts. Research suggests that public service and charity ads which shock may get publicity but don’t actually help to alter behaviour, so is this ad hitting the right notes to make us consider changing behaviour. Secondly, graphic approaches can sometimes be emotionally cool. Do we need to picture, visualize the victim, put a human face on a tragic event, to make us think again? Or is the hard-hitting spot the ultimate weapon? Consider these recent more visceral campaigns on using phones in cars.
The Anti-Ad Ad