Britain Recruits Locals in Amusing Effort to Encourage Safer Driving in the Countryside

Think! campaign goes from shock to humor

Headshot of Tim Nudd

Think!, the long-running safe-driving campaign from Britain's Department for Transport, has created some of the world's most creepy, shocking and gruesome PSAs. (Remember this dead kid? Thought so.) But now, with help from AMV BBDO, the campaign is getting more lighthearted—with some special out-of-home executions in the countryside.

To get across the message that unexpected hazards can lie behind blind curves—and that you need to brake before the curve, not on it—the agency recruited some unique brand ambassadors. It partnered with a farmer to spray-paint safety messages on sheep, cows, tractors and trucks so that people driving through the country would rethink their behavior.

Check out video from the stunt below, and be thankful you just watched a Think! ad that doesn't make you want to head to the bathroom to be sick.

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: October 29, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT