VicRoads says ‘don’t be a dickhead’ in new online campaign
VicRoads, the Victorian road authority, has today launched provocative video ads to promote road safety, telling young drivers “Don’t be a dickhead”.
The series of video clips focus on preventing people from using the their mobile phones while driving and also targets people who don’t wear their seat belts.
In one ad, a man sitting in a dimly lit room is shown taking a hammer to a lap top, with a the voice over stating: “If you don’t wear your seat belt we’ll turn off Facebook. Don’t be a dickhead, wear your seat belt”.
Among those involved in creating the campaign include Downwind Productions’ Dan Ilic who is also a presenter of ABC1’s Hungry Beast.
Meanwhile in December, the state’s Transport Accident Commission posted on its YouTube channel a video montage of 20 years of its often graphic road safety ad campaigns. It became the third most-viewed sponsored Australian channel on the video-sharing website.
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Please, no more Emo’s.
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Gold!
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Nice to see the Vic government leading the way again… so they’re a mix of lame and amusing, but they’re out there at least. Shame NSW govt can’t get their act together on the basics, let alone pioneering things.
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Rolled and fried gold! Very, very entertaining. Let’s hope they work (especially the emo one).
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I like the one with Lawrence Leung, I think it’s clever, witty and gets a point across, but the others are just stupid. The emo, facebook and pole ones aren’t very funny and I don’t think they even get the safety point out properly. They just look like a dumb college humour sketch making fun of road safety ads. I can see they were trying for something a little different from the usual scare tactics, but I don’t think they’ve done well.
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I love it, it’s just so NOT what I would expect from the public service industry!
In fact I cannot believe that this has been signed off by a government client at all!
Well done to all involved and I really hope it works.
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Jese they smashed a lot of cars didn’t they.
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The piece with the Prius and the young P Plater is an absolute gem.
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So unexpected. And so fucking unfunny!
The only dickheads are those that made and approved this rubbish.
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This is getting ridiculous,
More propaganda from the Nanny State – As a marketing regime you have to hand it to Vic Govt, they play on the public’s fear and conscience so the fact that they are pulling in millions of dollars from the public’s wallets goes largely un-challenged.
Winston
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I’m with Ratatoskr on this one – the Lawrence Leung ad is the only one worth its salt. The others are really really lame – looks like a Vic roads bureaucrat has had a stab at comedy with dismal results.
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NSW put out some alright ads, I like the RTA ads better with the little pinky finger!
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@Katie,
I think the idea of creating an undesirable association between reckless driving and endowment is a smart move… but you’ll notice that none of the ads actually depicted speeding! Bad driving, yes, but speeding? No.
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‘Provocative’, indeed. Add to that ‘unfunny, self-satisfied, nanny state dross’, paid for by taxes levied at gunpoint from muggins here and all the other wage slaves.
I’m so glad that ALP politicians are our society’s self-appointed arbiters of public behaviour from the safety of their yum cha tables.
And lest I forget the Plods, who despite being unable to catch a cold, are experts in manners now, apparently. Spare me.
I thank God every day that I live in NSW – where the govt can’t even get a decent price for flogging off public assets, much less hound the unsuspecting populace on matters that surely should be the sole descretion of the individual.
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Wow, so that’s where the money from my massive registration bill goes. Dear me! The clip with Lawrence is amusing. That poleaxed clip….made me cringe.
I like that they are actually trying to be different. However in my opinion, perhaps trying a little too hard?
Oh well, vive la difference!
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This is golden. these ads need to go on tv! NOW!!!
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As a young person, let me tell you these ads are LAME… Not funny and let me tell thats all I remember about them… That they llok like someone’s dad thought they were cool… P.S – Emo’s don’t even look like that! Emo is short for Emotional Punk… So more Edward scissor hands meets the cure… and the blonde hair and Hoodie? Wrong… Just such a waste of money.. who made these
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‘don’t be a dickhead’ try making ads that actually work.. I can’t believe how bad these ads are.. in shock..
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On that note, I’m going to stop looking at anything else online today as it seems to go from bad to worse.
To those that produced this, one word, lame!
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The emos are getting angry! ROFL. The one that actually has a car in it is quite good and actually makes a point. Not a massive fan of the others. I think this was the result of a competition Vicroads ran. It was probably very cheap compared to all their other ads and it’s got people talking. Also it’s not relying on shock which is a nice change. At least these are probably going to reach people who don’t watch television. i.e a lot of young people.
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Brilliant work Dan. I’ve seen this guy’s work before and it is always a cut above the rest. This will save lives because it is a real message.
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It might reach a lot of young people Andrew but I don’t think it wil engage them! As “A Young Person” says above, and I tend to agree, they are pretty lame. Didn’t amek me think past that!
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absolutely shite…
Appreciate they’re trying to be different but they’ve got it all wrong … and then some
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A poor attempt at humourising a deadly serious issue. I don’t think this is the answer to the failed “shock” campaigns. Perhaps all the monies wasted on advertising campaigns would be better used at developing technologies to make speeding and mobile phone use in cars impossible. Speed limiters in all cars (we did it for trucks). Phone signal disablers, Surely this technology is possible. While we’re at it, let’s get manufacturers to install interlocks on vehicles to disable potential drink drivers. Prevention is the best cure…
You can’t stop dickheads from happening, and dickheads neither listen nor learn.
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Corey,
Perhaps you should re-locate to China, what else do you propose – 24hr webcam that up-loads our every move to Vic Roads whilst an anal probe records our blood alcohol level through the seat?
The rest of us have a human condition known as common-sense, it works quite well.
WS
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@ Winston Smith. Right you are, “the rest of us” do, however I’d rather that “the rest of us” weren’t killed by a bunch of dickheads with no common sense, as is usually the case, is it not?
By the way, what’s China got to do with anything? China’s road toll is among the highest in the world…
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I must say I have to agree with Corey there Winston. I consider myself to be a good driver with plenty of commone sense. My job requires me to be on the road a lot. It’s astounding the amount of dickheads I do see on the rds on a daily basis. It’s scary actually! Speeding, talking on the phone (on the freeway! insane), tailgating etc. These range from P platers to elderly and everyone inbetween. It’s everyone else on the rd you have to worry about. I’m sure those dickheads won’t give a shit about the message in these ads if they manage to see them.
Im not sure about fitting ever car with mad devices, but there has to be another solution. Make an example of those caught? I’m not sure. Who knows what the answer is on this one! I don’t think there’s just one!
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In the past I had to force young hoon drivers off the road and punch some sense into them when they acted irresponsibly. Since these ads came out young people seem to be driving much more sensibly and I’ve noticed a marked reduction in the number of aggravated violence charges laid against me. Well done Vic Roads.
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@Corey, @Winston, @Anonymous,
It looks like we’ve moved from looking at the creative aspect (it IS mumbrella, after all) to the wider issue of road safety. If that’s the case, then you need to wonder whether any sort of message will reach the people like this guy:
http://www.smh.com.au/nsw/kill.....-r32b.html
There will always be those who you can’t reach, and while the ads above are lame, at least they’re trying new methods of reaching those that they can.
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Love em. especially the Lawrence Leung one
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Well, they aren’t tthe most amazing ads but they are better than nothing I agree with you OtherAndrew! One message will never engage many…everyone is different and thinks in different ways. So it’s great that they are trying a different angle here.
Even if they aren’t fab. If they get people talking that’s a good thing.
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LOVE THIS! It actually makes me want to watch the ad and makes me take the message on! I love them all – but particularly the one with the girl who has the new car from her parents! As a teacher I feel this is very significant and makes a really important statement about the responsibilities a range of people have in making our roads a safe place! The language might be a little off-putting for some but it makes people take notice… and hopefully will spread the message further from media attention! WELL DONE!
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People who hate emo’s are a problem. Emo’s are not a problem.
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I notice that they have disabled comments on all those videos. Maybe they don’t want to read what people really think of them?
Anyway, all in all, fairly lame, unfunny, not particularly creative. If you remove the profanity I doubt they’d have received any coverage whatsoever.
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Hmmm the government caling young people dickheads. What do you think will be the result of this message?
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I think this is great viral marketing!!!
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wow I cannot believe I’m seeing people who like this on this. Go to The Age website and it’s all hate. I think you ad fellas need to either do some better research or adopt some children, because you who think this is funny and effective- you’re way off. This is unspeakably lame. And absurdly cruel and isolating. Pretty disgusting to come from a government. Lawrence Leung can’t even save it. You marketing world is way off the axis of the real world, start again.
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Is anyone else bored of the lame ‘Nanny State’ commentary that is going around all comment forums at the moment?
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The Lawrence Leung one is good, the rest are hopeless.
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What were they thinking – these are crap ads! The advertising industry will be distancing it’s self for anyone that worked on these. So shallow and the use of dickhead is cheep!
What agency is responsible for this crap?
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no way will i ever use my phone again-even if i’m at home-if it means that gingas are getting fresh with other gingas
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A better incentive against bad driving would be mandatory imprisonment and whilst inside being forced to watch these ads every day.
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Um, wow. Wow at people who like these and wow they ever got approved. And not because they’re different, because they’re rubbish. Just because a bunch of creatives could flex their (debatable) comical muscle doesn’t equal an effective message. As a part of the target market for these ads they make me cringe and think the call to action is merely the butt of a lame gag. Great work on watering down a message. FAIL.
But hey, maybe I’m not giving the folks behind this enough credit, perhaps they knew they were shite and made them to create the controversy, in which case WIN.
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Really? A govt department putting people down with red hair so the rest of us feel superior. Is the mainstream Australian sense of humour so base?
The Footy Show making fun of minority groups is appalling and this lives down to it. Comedy doesn’t have to involve putting others down. It does involve a bit of hard work and talent.
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Why isn’t the government tipping money into driver education & training (you know, teaching people how to drive rather than pass a license test) rather than pissing money away on contrived shit like that?
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The Lawrence Leung one is one of the best government ads I think I’ve ever seen.
The Facebook/Twitter/Emo/Redhead ones, on the other hand, are truly pathetic. They almost make me want to speed just to spite them.
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These ads and the people who instigated them are an embarrassment and should be canned.
Anyone who thinks this will stop young people going nuts on the road, clearly doesn’t understand the demographic. As for ‘viral’ and edgy, so was the new isnack 2.0.
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Complain about offensive ad here;
http://www.vicroads.vic.gov.au.....m#feedback
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I agree with nmguy. The chances of these going viral are about the same as the chances of the isnack 2.0 campaign winning a Gold Lion
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It gets better!!! Politicians can’t bring themselves to get behind their message
http://smh.drive.com.au/motor-.....utostart=1
Watch the video…it’s gold
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I’m not sure what is more offensive;
– The fact that the ad industry thought it a good idea to make ads attacking people because of their physical appearance
– The fact that it’s the government sponsoring it
– Or the mostly smug reaction of the marketing services community on this page in condoning it
I couldn’t care whether or not the ads are good or bad, the absolutely worrying thing here is the spreading of the message that it’s OK to laugh at people because of their physical appearance.
Imagine a 10 year old kid at school after someone has seen that ad. Wouldn’t be much fun. Try telling him or to relax and laugh along with the joke.
As for Dan Ilic saying any publicity is good publicity, that is clearly crap (Toyota anyone?) and he should hang his head in shame.
This all reflects incredibly badly on all involved and similarly so on those condoning it.
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@Spenks,
The ‘Ginger’ one wasn’t in the original mumbrella post, it was added afterwards. When I came back to read the comments and saw it, I was in disbelief – could the government possibly have made an ad that bags out people for their appearance? The emo look is a choice, so fair game. Being redhead? Pretty sure that’s genetic. Very very poor taste. Perhaps you could find a recent statement from the Vic govt expressing concern over bullying in schools, and remind them of it.
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OtherAndrew,
Kudos to you for coming back and clarifying your coments.
Suffice to say, overall a very negative reaction.
There’s ways to be edgy, this is not one of them.
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and Ilic’s reaction is so enraging. He’s one of those people who would never listen to genuine criticism because he thinks he’s always going to be right, such a superiority complex. He’s gets one person who likes the ads, and that negates all the people that hate them for all the right reason. Yes, they’re controversial and people are talking about them. But us ‘youths’ aren’t talking about their supposed intended messages, frankly I’ve watched them all and can’t even remember what they’re trying to say other than the obvious don’t break the law, we’re talking about how discriminatory they are. big big failure
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I think they have completely missed the mark here. Are these adverts really going to change attitudes? Are young people really going to stop picking up their phones whilst driving after seeing a fake emo and a lashing at a kid with red hair? It seems as though they are trying to follow the same tone of the successful anti-speeding ‘little pinkie’ adverts…. but have failed miserably.
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Funny? How is vilifying a group within the community funny? Emo’s chose their appearance, redheads were born with it. These ads dehumanise redheads eg. A redhead gets it’s wings – (IT’S??? WTF!!!). Bullying against redheads is not only being condoned by but its being perpetrated by the State government of Victoria. Shame on the Victorian Government, Shame on The Premier of Victoria and shame on Vic Roads for clearing this rediculous campaign and congratulations on causing more harm to the people of victoria than good you DICKHEADS.
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I am a read head and feel this is a silly and offensive campaign that will not teach young people to be responsible on the roads. I do not understand how linking the idea of prejudice and bullying towards red haired people or emos could be an effective road safety message. It’s turning a serious issue into a joke. VIc transport should be ashamed of themselves, and any ad agency involved should aim to be a bit more CLEVER in the future. Not cool, not funny, racist and unkind.
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Just another example of people being sooo ‘uber creative and viral’, when their idea quite frankly is rubbish. Id’ be ashamed if this one escaped out of my agency door.
I
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This is as misguided and cringeworthy as the iSnack 2.0 campaign
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this is a JOKE
This will do nothing but either anger people or make them have a laugh.
it will not save lives.
And what justifyes their swearing?
Vicroads have a bunch of d i c k h e a d s working for them.
Not mention the stupid pollies and beaurocratic morons pushing stupid rubbish around. Speed cameras saving lifes?
Uhm no, the guy going 140 in a 80 zone will go past these “saftey cameras” get clicked, and continue at 140 and when their luck ruins out, ends up crashing into a tree..
Was there a patrol car there to stop him? No, there was a “Saftey cam”, all it did was take a nice photo of the bloke they will send the fine to. thats all, there to fill up their coffers.
And now with these ads..when are they going to fix the problem – Driver Training.
Wait a sec, it doesnt make money!
People you must TAKE A STAND and not take any more rubbish from these lunies
Victoria – The Nanny State
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As a redhead I am heartened by the amt of people that see this hate campaign as unacceptable! Thank you people! My little 2 yr old nephew has red hair & hopefully we will have evolved past thus sort of rubbish by the time he is old enough to understand!
Why should I pay taxes for a hate campaign???? How embarassing for the government!
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In regards to the ‘gingers getting fresh’ ad:
A) What the hell is a ginga (hard g)??
B) What’s wrong with gingers getting it on with other gingers – this sounds like a state sponsered eugenics promotion to me.
C) Is it really that hard to cast a real red-head?
And in regards to the whole campaign:
THE MOST GOD AWFUL ADVERTISING CAMPAIGN EVER CONCEIVED AND PRODUCED (although even that flatters it).
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How can the state government be concerned with bullying in schools when it promotes discrimination to this extent. People with red hair and emos have so much ‘grief’ to deal with – why use them for a cheap laughh?
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Anything that gets people talking is a great advertisement. If only some of the above commentators actually watched the last montage, they might realise that Road Safety affects us all – young, old, blonde, brunette, ginger, emo, conservative etc. So slow down, buckle up and concentrate on the task at hand – driving safely – or continue being a dickhead. Your choice! Just don’t kill me or my family!
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Thanks for that Mr Illic. You’re “intention” still didn’t get through though no matter how many times you watch it
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what type of government encourages people to make fun of others? these ads are rubbish and show what a bogan backward country Australia really is. Are vic roads for real??? vic roads bureaucrats ..what classy humans.
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I totally agree with it being “as cringeworthy as the iSnack 2.0 campaign”.
None of these ads even show the consequences of speeding (unless you count being struck through with a pole, which didn’t even end up being a bad thing for this fictional guy!).
Also, I’m not a red-head but found the ads directed at “gingers” totally offensive. When I first saw the “ginger gets fresh” one I was certain that it was a joke. I’m sure they get enough comments about it from ignorant, ordinary people- but now from the government!?!
The whole “bloody idiot”, “dickhead” seems pretty inappropriate to me anyway. I’m young, but since when was it okay in general society to use the word “dickhead” loosely? It’s just a bad comeback for someone who can’t think of another way to convince somebody except by insulting them.
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yeah, but the real issue is, why is the Vic Govt endorsing on the one hand a message that legitimises bullying of people who ‘are not like us’ ie redheads, emos, nerds etc, and PAYING money to make ‘funny’ ads about them, then on the other hand, telling children is schools to embrace tollerance and not bullying… need to be a bit consistent here and a bit less two faced, me thinks
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WTF!!?? I don’t even get some of them. Trivial, light on in the extreme. Ridiculous caricatures of people – what is it with hating on redheads?? Who wants to be like everybody else. Redheads, head to France or Asia where they will eat you up and offer you a modeling contract, girl or guy! Bloody silly.
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