adam&eveDDB, London, has created a powerful new campaign for the AA Charitable Trust, in an effort to reduce the number of road fatalities caused by drivers falling asleep at the wheel.

In a 60-second film titled “Drowsy Driver,” we see a man driving alone on a quiet road at night.

Out of nowhere, a pair of hands appear and start giving the driver a shoulder massage. Then more hands appear, this time gently rubbing the driver’s temples. The relaxing vibe then steps up a level, with incense wafting through the car.

Without warning, the scene changes and we realize that the car is empty except for the driver, who has fallen into a slumber. The final scene shows the car drifting on to the wrong side of the road and ends as we see the headlights of an oncoming vehicle.

The payoff reads: “Don’t let tiredness creep up on you. Stop. Take a break.”

Big Red Button of production house Biscuit Filmworks UK directed “Drowsy Driver.”

Credits

Client The AA Charitable Trust Agency adam&eveDDB, London Ben Tollett, group executive creative director; Richard Brim, chief creative officer; Alex Lucas, copywriter; Jon Farley, art director; Hannah Needham, producer. Production Biscuit Filmworks UK Big Red Button, director; Rupert Reynolds-Maclean, managing director; Hanna Bayatti, exec producer; Camilla Cullen, producer; Samantha Chitty, head of production; Richard Mott, DP; Julian Nagel, production designer; Neeraj Singh, wardrobe stylist. Editorial The Playroom Nick  Allix, editor. Postproduction Electric Theatre Collective Alasdair Patrick, post producer; Ryan Knowles, VFX supervisor; Sarah Cruz, 2D lead; Alberto Pizzocchero, Manuel Perez, 2D artists; Tim Smith, colorist. Music Goldstein Music Audio Post Factory Studios Neil Johnson, sound engineer. 

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