The Transport Accident Commission (TAC) has released its first campaign since it switched its creative account from its 20 year partner Grey Melbourne to Clemenger BBDO Melbourne and the work is as emotive and shocking as ever.
The ad lulls you into believing the woman’s head is blissfully hitting a pillow until, when the camera angle widens, you realise her head is actually smashing into the air bag of her crashed car.
The ad focuses on the science of sleep and highlights that drowsiness singles the onset of sleep. When the tagline ‘you can’t fight sleep’ is heard the full picture of the injured woman in her car is revealed.
Janet Dore, TAC’s chief executive officer, said the campaign aims to dispel the belief that drowsy driving is only a factor on long trips.
“The campaign’s message is that from the moment you wake, sleep-inducing chemicals build up all day, causing drowsiness. This drowsiness signals the onset of sleep, which can happen in an instant and without further warning,” Dore said.
After 24 hours of no sleep, the risk is the same as driving with a blood alcohol content of 0.1 according to Dore.
“In the absence of sleep, the chemicals that cause drowsiness will continue to build up in the brain until they reach a tipping point where staying awake is no longer an option.
“Drowsy driving is deadly, regardless of whether you are driving a short distance home or on a long road trip.
“Too many people believed they could keep sleep at bay by winding down a window, turning the radio up or having a coffee but the best thing you can do is get a good night's sleep.”
The ad will run across television, radio, print, outdoor and online. The campaign also features a social element with a Twitter and Instagram competition.
The competition involves members of the public sharing a picture of themselves with #yawnchallenge and reminding their followers of the dangers of drowsy driving to be in with a chance to win a $500 sleep pack.