Sleepy drivers get a serious wakeup call

Believe it or not, there’s one thing Ad Nut dislikes nearly as much as canines, and that’s cars. Too many innocent woodland creatures end up as roadkill. As far as Ad Nut's concerned, there's murderous beasts (canines) and then there's murderous beasts on wheels (cars). Ad Nut is clearly not a fan club member of either.

 

But woodland creatures are not the only ones who need to be vigilant when it comes to cars and the risks of driving. Especially those who drive while tired in places like Victoria, Australia, where 16% to 20% of all fatal crashes can be attributed to fatigue.

 

Sleepy drivers cause too many accidents. And this harrowing ad by the Transport Accident Commission (TAC) in Victoria, Australia, serves as a serious wakeup call to discourage drivers from getting behind the wheel while tired.

 

The 60-second film, produced by Clemenger BBDO, is a difficult watch as it follows a new dad on his journey home who falls asleep at the wheel and ends up in a head-on collision. The film jolts the audience to attention and delivers a clear message: ‘With under five hours sleep, you’re four times more likely to crash.’

 

 

That basic tenet, which underpins the entire campaign, draws on recent Monash University research into the relationship between hours slept and crash risk. Studies found that those who receive between four and five-hours of sleep could experience a four times higher crash risk when compared to those who slept seven hours or more.

 

The films ends with the campaign tagline, ‘Driving tired? Wake up to yourself.’ 

 

Wake up, indeed. Don't drive on less than five hours sleep. It's a rule to live by and one that could mean the difference between life and death. Ad Nut swears by no less than eight hours of sleep a night, and you should, too—especially the drivers among you. 

 

Transport Accident Commission, CEO Tracey Slatter said, “Lack of sleep can dramatically affect our ability to drive safely, and this campaign will educate Victorians around the risks associated with driving tired and promote how much sleep you need before you are safe to drive.”

 

Clemenger BBDO ECD Richard Williams said, “Too often, drivers dismiss their own fatigue because they have no way of measuring it. Now, similar to how 0.05 measures drink driving, TAC have quantified what it means to be fatigued. It was a great jumping off point for the creative work.” 

 

Clemenger BBDO Strategy Partner Mike Ronkoske added, “Most people know you can’t drive with a blood alcohol concentration (BAC) of 0.05 or more. Now there’s a BAC for sleep—less than 5 hours sleep could kill you. It’s a rule to live by.”

 

The campaign runs until June 30 and targets all Victorian drivers, with a particular focus on males aged 18 to 39 and those who are more likely to drive while tired.

 

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.