Volkswagen's 'Don't Text and Drive' Ads Give a Relatable Message
Laura McQuarrie — July 3, 2013 — Autos
References: adsoftheworld & designtaxi
"Don't text and drive" is a message that should be drilled into drivers' heads. For this series of advertisements, Ogilvy Cape Town created posters for Volkswagen to keep this message ever-present in the minds of cellphone owners.
The ads make reference to the autocorrect feature on the iMessage chat. Sometimes words are suggested if a spelling error is made. These ads take a darker twist on the autocorrect concept, changing a text like "I'll be there in a while" to "I'll be there in a wheelchair." This is a grim reminder of the lifelong repercussions that could happen if you divert your attention away from the road. The campaign is simple and a powerful way to communicate the "don't text and drive" message to drivers prone to distractions.
The ads make reference to the autocorrect feature on the iMessage chat. Sometimes words are suggested if a spelling error is made. These ads take a darker twist on the autocorrect concept, changing a text like "I'll be there in a while" to "I'll be there in a wheelchair." This is a grim reminder of the lifelong repercussions that could happen if you divert your attention away from the road. The campaign is simple and a powerful way to communicate the "don't text and drive" message to drivers prone to distractions.
Trend Themes
1. Distraction-free Automobile Advertising - Opportunity to create ad campaigns that promote safe driving habits by leveraging relatable messaging and creative advertising techniques to reduce driver distractions.
2. Technology-enabled Automobile Safety Measures - Opportunity to further integrate technology into vehicles to mitigate driver distractions and improve overall driving safety.
3. Social Media-inspired Automobile Safety Campaigns - Opportunity to leverage the power and reach of social media to create impactful campaigns that raise awareness for safe driving habits and reduce distracted driving incidents.
Industry Implications
1. Automobile - Opportunity for automobile manufacturers to implement technological advances such as automatic safety mechanisms to mitigate driver distractions by keeping the driver's attention on the road.
2. Advertising - Opportunity for advertising agencies to incorporate relatable messaging and creative advertising techniques, similar to Volkswagen's 'Don't Text and Drive' campaign, to create engaging advertising campaigns urging safe driving habits.
3. Social Media - Opportunity for social media platforms to work with automobile manufacturers, advertising agencies and other stakeholders to raise awareness about safe driving habits and the risks of distracted driving to reduce incidents through targeted campaigns.
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