TitreStrings - Parental role modelling
Campagne Strings - Parental role modelling
Annonceur Transport Accident Commission TAC
Marque TAC
Date de première diffusion/publication 2015 / 4
Secteur d'activité Sécurité Routière
Slogan make every drive a good example
Synopsis When you drive, you set an example for everybody in the car -- including the little ones. That's the message behind Victoria's Transport Accident Commission's jarring campaign called "Strings," featuring an eerie boy puppet. 
Philosophie In the Australian spot created out of Clemenger BBDO and directed by Tomas Mankovsky, a boy mimes driving a car, his appendages attached to mysterious strings. He texts, yells at other drivers and even swerves -- mimicking what seems to be a real, disgruntled driver's every move. The camera pans out and reveals that the child's strings are attached to his father, the "master" behind his son's every move.
"What kind of driver are you raising?" appears as the video ends, driving home the message that parents set an example for drivers of the future.
The agency worked with professional puppeteers to ensure the spot could be filmed in a single take.
The Transport Accident Commission, or TAC, has been advertising for 25 years, and is known for its edgy, dark approach to road safety messaging. This ad is meant to be a new, more positive approach to road safety, although it still does read as pretty disturbing.
Past efforts from the TAC include the Homesafely campaign from 2012, which encouraged drivers to put down cell phones while driving. 
Type de média Télévision
Maison de production
Marketing Coordinator
Marketing Project Manager
Road Safety Project Coordinator
Senior Manager Road Safety
Creative Chairman
Directeur de la création
Directeur de création
Senior Copywriter
Senior Art Director
Producteur print
Executive Producer of TV
Senior Agency Producer of TV
Directeur associé
Group Account Director
Flame Artist

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