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.
Please login with linkedin to comment
In this guest post, Alex Watts (pictured), DDB Sydney Head of Social, discusses his thoughts on the potential Microsoft/Tik Tok acquisition and whether the deal actually makes any sense for Microsoft… Trump is calling for a ban, China’s calling it a “smash and grab,” but the real question is – does buying TikTok really make sense for Microsoft? TikTok is […]
Following QMS’ acquisition of TLA Worldwide (Aust) last year, QMS Sport has today announced it will transition to the TLA brand and formally become a business unit of TLA. ‘Media Tech’ is officially the new name for what was formally known as QMS Sport, and will operate alongside TLA’s existing business units that span the […]
Sydney-based design and technology studio Nightjar have launched a new website for Sneaker Freaker. Founded in 2002, the street culture magazine is the first and only international footwear magazine. From its roots as a DIY-style fanzine to today’s global coverage, its print pages and online platforms document every colab, custom, limited edition, retro reissue, Quickstrike, Hyperstrike […]
Haystac’s former National Head of Strategy, Haylie Marchant (pictured) has launched The PR Toolkit – an online resource and DIY PR platform educating and empowering small and medium sized businesses to do their own PR. Offering a mix of free resources and easy-to-use how to guides, the one-stop-shop for DIY PR covers media relations, media […]
One Love Australia has launched a new social change initiative that will see a raft of high profile individuals, including former Australian Prime Minister Malcolm Turnbull and Boost Juice’s founder, Janine Allis, take part in a video interview series set to turn racism on its head. The initiative – titled #ShareThePlatform – will see these […]
Resolution Digital has been awarded the Australia’s Agency of the Quarter award in the prestigious Google Honours program. The Honours program for 2020 recognises the achievements of the very best performance marketing agencies and providers across Australia and New Zealand. The program consists of 3 quarters, 43 agencies and over 500 individuals; measured on account […]
Firefly has brought on six major new clients as it continues to expand, adding new media planning and buying arm to its business. Managing Director Andrew Mathwin (pictured) said the independent agency, known for clients such as Air New Zealand, Buy West Eat Best, West Coast Eagles and Mrs Mac’s Pies, had a strong year […]