It is all too rare to see an arresting ad that has this sort of impact with a precisely targeted group.
If you didn’t know what was coming (as most viewers don’t on Nickie’s site), the impact is phenomenal.
The genius in this ad is to get the creative idea beautifully executed and placed in the most relevant, well targeted place possible – Nickie de Jagger’s YouTube site.
This is VW creating a relevant and motivating connection with drivers.
VW are one of the most impressive companies at this sort of big idea based advertising. A few classic examples:
VW deepest bin and VW Stairs from their fun theory creative site.
The video can originally be found in Nickie’s channel Nickie Tutorials
Thanks to Gruen for getting this one on-air.
I ride a bike and have done for many years. I also drive a car.
I therefore notice the campaigns to keep riders safe – those that encourage car drivers to check the blind-spot etc.
The best was still “think once, think twice, think bike” aimed at car drivers who “didn’t see the bike…” before they turned into it.
This ad is one of the worst kind. It depicts the biker as the only one at fault and yet again ignores the role of the car driver.
As written in the Age yesterday: “But nowhere is there any criticism of the driver who has caused an accident by failing to give way when facing a stop sign. There is not a hint of it. There is, instead, a subtext that it is all the rider’s fault, that since he was speeding, the driver can be exonerated entirely.”
I get that it is aimed at speeding bikers, but for a client that should know better, this ad and depicted situation, will alienate all bikers who understand the constant threat of cars turning into their path.
Amazing lack of insight into the both the problem and target.
If it is speed you want to curb, then show the perils of hitting a corner too quickly, not the perils of avoiding cars turning into you without looking!
Ironic that a SupaCheap auto ad does it better than the TAC: http://youtu.be/z8mOX8PdtOU
Read more: http://www.theage.com.au/opinion/society-and-culture/giving-way-on-the-road-wont-kill-you-either-20120509-1yczr.html#ixzz1uWln6pg2