Ford Is Using Instagram Perfectly for These ‘Don’t Like and Drive’ Posts

Getting to the heart of the matter

Headshot of Tim Nudd

There are many PSA campaigns out there warning people not to use cellphones while driving, but few are as wonderfully simple as this one—Blue Hive Brazil and Team Detroit's Instagram posts for Ford Motor Co.

The posts—the most recent one went up on Ford's global Instagram page last weekend—show photos taken from a driver's point of view, with the familiar Instagram heart covering up vulnerable pedestrians on the street. "Go further responsibly. Please don't like and drive."

The campaign is almost perfect—a great concept that can target the user right at the crucial moment; memorable visuals; a nice use of the medium's imagery; and a strong copy line.

"We want to jump in the social conversation about the risks of using cellphones while driving," Blue Hive executive creative director Vico Benevides tells Adweek. "The icon of a heart hiding the people in the streets seems to be the perfect image to deliver the message. Simple and powerful."

More images and credits below.


Client: Ford Motor Company

Agency: Blue Hive Brasil / Team Detroit

Global Creative Director: Toby Barlow

Executive Creative Director: Vico Benevides

Creative Directors: Rodrigo Strozenberg, Arnaldo Boico

Copywriter: Alexandre Giampaoli

Art Director: Chico Medeiros

Photographer: Regis Fernandez

Social Publisher: Lauren Kelley

Social Strategy: Ryan Belanger

Publishing Manager: Jennifer Wright

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: November 19, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT