Autoglass highlights importance of glass to the safety of cars

HHCL Red Cell is to unveil its first creative work since its merger in a £3 million national campaign for Autoglass.

The work attempts to highlight the importance of the windscreen to a car's overall strength.

Rolling out nationally from 3 February, the campaign follows a regional trial last year, and is designed to educate consumers about the importance of a secure windscreen. It reinforces the point that 30 per cent of the car's strength is down to its screen.

The strapline is: "Insist on Autoglass. We fit safety as standard."

Media planning was handled by HHCL Red Cell, with buying through Pure Media. The campaign was written and art directed by Andrew Lloyd-Jones and Al Young, and directed by Michael Geoghegan through Pink.

The HHCL Red Cell account director, Jonathan Adler, said: "The work certainly turns heads. We hope to create brand discernment in a traditionally low-interest category."