This is a little out of market but I saw the latest Roads and Traffic Authority (RTA)New South Wales anti-speeding ad and had to share it with you guys.
The TVC ad, which ran on 24 June, uses a belittling gesture hoping to apply sufficient peer pressure against young drivers who speed. The ad ran in the lead up to the RTA enforcing tougher restrictions for P-plate and learner drivers.
So what did you think? Will the finger gesture implying a driver has a small penis when he drives dangerously actually stop them from speeding? Maybe. As much as i thought that this 'No one thinks big of you' campaign was amusing -- I am undecided on its effectiveness in curbing speeding (But I am leaning slightly in favour of it being affective).
I know what the RTA were trying to do, sick of ads and unconvinced of the effectivess of showing the serious injury and death speeding can cause, they have taken a different approach "because when it comes to speeding, no one thinks big of you. It purposely talks to young guys in their language".
I would say it definitely speaks to "young guys in their language" but while trawling through YouTube to find the TVC -- once i found it there were interesting user comments there. One guy made a good point saying "there is not a single act of speeding in the entire advertisment... Its all cases of neg driving! The ending should read NEG DRIVING, NO ONE THINKS BIG OF YOU... the message would make as much sence if it said SMOKING WHEN PREGNANT HARMS YOUR BABY, both of which have nothing to do with the footage!"
Oh well, at least it has gotten people's attention and in my book, easily beats those horrible speeding ads I see sometimes at the cinema and even on CH 5. You know what i am talking about -- the one with the crying voice overs and B-movie grade gore.
The RTA ad was done by Clemenger BBDO and the production company was @radical.media.