Zurich Beer Draws Driving Comparisons in Its Texting and Driving Ad
Jonathon Brown — November 17, 2012 — Marketing
References: ghsa.org & ibelieveinadv
These photos look like regular shots of beer and wine, until you look closer and realize that this is really a texting and driving ad.
The print ads by Zurich Beer uses misdirection to draw a parallel between the dangers of drinking and driving and that of texting and driving. In a subtle, clever way, they convey the idea that texting and driving is no safer and should be treated the same as driving drunk.
In recent years, many places have banned cell phone use while driving due to increased concerns over distracted drivers. For instance, 39 states, D.C., Guam and the Virgin Islands all ban text messaging while driving.
While a lot of attention is given to drinking and driving, this is an interesting way to shift the concern in a texting and driving ad.
The print ads by Zurich Beer uses misdirection to draw a parallel between the dangers of drinking and driving and that of texting and driving. In a subtle, clever way, they convey the idea that texting and driving is no safer and should be treated the same as driving drunk.
In recent years, many places have banned cell phone use while driving due to increased concerns over distracted drivers. For instance, 39 states, D.C., Guam and the Virgin Islands all ban text messaging while driving.
While a lot of attention is given to drinking and driving, this is an interesting way to shift the concern in a texting and driving ad.
Trend Themes
1. Disguised Driver Safety Psas - Using misdirection in advertising to draw attention to the dangers of texting and driving.
2. Increased Regulations on Cell Phone Use While Driving - Banning text messaging while driving to address the issue of distracted drivers.
3. Shifting Focus From Drinking and Driving to Texting and Driving - Exploring new ways to raise awareness about the dangers of texting and driving.
Industry Implications
1. Advertising - Opportunity for advertisers to employ misdirection techniques in creating impactful driver safety PSAs.
2. Telecommunications - The need for innovative solutions to address the issue of distracted driving caused by cell phone use.
3. Transportation - Developing strategies and technologies to curb the increasing problem of texting and driving.
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