Ad with no talking or voiceover highlights distraction of texting while driving
The Motor Accident Commission of South Australia has launched an ad with no voiceover or dialogue in it to raise awareness of the consequences of being distracted by a mobile phone while driving.
The new ‘It’s not a good look’ campaign by Cummins & Partners Adelaide shows a man sitting in his car stopped at a red light reading a text on his phone. While he thinks he’s being discreet, passengers in other, pedestrians and people on the bus next to him all notice him.
The ad finishes with a siren going and the man looking in his rear view mirror to see the flashing lights of a police car, reinforcing the message “Everyone can see what you’re doing.”
It ends with the tagline: “Mobile distraction. It’s not a good look.” The text is also used to reinforce the punishment for the offence ($375 fine + 3 demerit points).
The campaign will be seen across TV, social media, outdoor and cinema.
Cummins & Partners creative director, Jason Hollamby said: “For onlookers it’s very obvious phone behaviour, and for drivers it’s almost impossible for them to hide what they’re doing.
“It’s in these moments that drivers are most vulnerable to being judged by others or being caught by the police because they’re so unaware of what’s going on around them.”
Motor Accident Commission general manager of road safety and strategic communications, Michael Cornish said: “Throughout this campaign we are clearly showing people that it’s not ok to look down at their phones – that it is in fact anti-social and dangerous behaviour. We are really pleased with this campaign and believe it will result in genuine behavioural change.”
CREDITS:
Agency: Cummins&Partners South Australia
Creative Director: Jason Hollamby
Art Director: Chay O’Rourke
Art Director: Joel van der Knaap
Copywriter: Nick Milde
Strategy: Adam Ferrier, Katherine Paphitis
Account Team: Maddy Lehmann, Bronwen Gwynn-Jones
Client Team: Michael Cornish, Richard Blackwell, Julia George
Photography/Finished Art: Paul Munzberg
Illustrator: John Draper
Producer: Vicki Niehus
Production Company: Nylon Films
Director: Nick Matthews
Direct of Photography: Jonathan Rossiter ACS
Composer/Sound Engineer: Scott Illingworth, Pete Best
Sound Production: Best FX
Danielle Sen
This campaign would work so well on taxi backs – communicating with motorists 24 hours a day – 7 days a week –
What few people know is that you can be charged for using a mobile phone even if you pull to the side of the road to take the call. You have to have your keys out of the ignition to legally use your phone whilst sitting in the driver seat.
This ad is a great start but is missing clarity in terms of educating what is/isn’t allowed.