B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • AFL
  • B&T Women in Media
  • NRL
  • Thinkerbell
  • Pinterest
  • State of Origin
  • imaa
  • Anthony Albanese
  • ARN
  • Spotlight on Sponsors
  • Meta
  • AI
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Road Safety Ad Accused Of Blaming Cyclists For Accidents
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Road Safety Ad Accused Of Blaming Cyclists For Accidents
Advertising

Road Safety Ad Accused Of Blaming Cyclists For Accidents

Staff Writers
Published on: 6th October 2016 at 10:13 AM
Staff Writers
Share
4 Min Read
SHARE

A road safety ad ‘THINK!’ for the U.K. Department for Transportation is being accused of victim-blaming in for blaming cyclists for being hit by trucks making left turns—the driver’s blind side on that country’s roads.

The montage shows scenarios of ‘thing you shouldn’t get caught between’ including two boxers, rams, a piano falling from the sky, butcher’s cleaver, a girl whacking a piñata and a cowboy shootout. The light-hearted tone becomes more sinister once cycler appears, jockeys for position with a truck (lorry), which crushes him against the road and kills him in the end.

The ad ends with “Don’t get caught between a lorry and a left turn”.

British cycling advocates are accusing the spot, created by agency AMV BBDO, of placing the blame on the wrong party. Instead it should be urging drivers of trucks to be more careful when turning left.

Many of the criticisms seem to center on the claim that the truck in the video overtakes the cyclist to make the turn—an interpretation that’s not immediately clear, or indisputable, as the cyclist seems to pass the truck while they approach the turn, then fall behind

Twitter:

  • @THINKgovuk gee. Imagine if that lorry had held back and not overtaken before left hooking that cyclist. As the law requires. Imagine.
  • @THINKgovuk desperately misguided campaign that a) tries to make death fun b) vulnerable road user responsible for vehicle not fit for road
  • @baroncols @THINKgovuk this is quite a bizarre. how is it the cyclist’s responsibility? a lorry overtook me then turned left and squashed me
  • @ASA_UK This is formal complaint about advert today by @THINKgovuk -Lorry driver passes person cycling then turns into him. Victim blaming.
  • @Chris_Boardman @CallumSkinner @THINKgovuk a) Use of comical noises unnecessary b) they’re laying entire blame of every death on the cyclist
  • @Chris_Boardman @CallumSkinner @THINKgovuk and c) the lorry is overtaking the cyclist when reaching junction.
  • Truck overtakes cyclist and turns left across him, and this awful road safety advert blames the cyclist.

“Any death on the road is a tragedy, and all road users have a responsibility to make our roads safer by being more vigilant,” said a spokesperson, reports the London Evening Standard. “We want to protect vulnerable road users by raising awareness of specific dangers, and research shows that a large number of road incidents involving cyclists are with lorries at junctions. The THINK! road safety campaign is aimed at cyclists, motorists and [heavy goods vehicle] drivers, and they all have a role to play in improving safety.”

CREDITS
Agency: AMV BBDO
Creative Directors: Steve Jones / Martin Loraine
Creatives : Nick Hurley / Nadja Lossgott
Agency Producer: Greg Kates

Production Company: Bold Company
Director: Tom Haines
Producer: Dave Knox
DP: David Procter
1st Ad: James Amos Production
Designer: Marco Puig
Costume Designer: Natalie Willis
Camera Equipment: MovieTech Lighting Equipment:
Panalux Editor: Dan Sherwen / Paul Moth

Edit House : Final Cut
Post Production: The Mill
Producer : George Reid
Colorist: James Banford
FX Supervisor: Ben Turner

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Daiso
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Ogilvy CEO Sally Kissane To Depart
08/07/2025
Everything You Need To Know About B&T’s Agency Scorecards!
08/07/2025
Agency Scorecard: Atomic 212°
08/07/2025
Agency Scorecard: Leo
08/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?