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
- @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.”
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
Please login with linkedin to commentDaiso
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]