Aviva's ad-funded Shorts series on All 4 features 'bad driver' celebrities

Aviva and Channel 4 are launching a new Shorts series on the broadcaster's All 4 catch-up platform, featuring celebrities who prank members of the public in order to promote safer driving.

Driven to Distraction will run for six episodes and be available on All 4 from today in a deal brokered by the insurer’s media agency, Zenith.

Among the celebrities are pop stars such as Tinchy Stryder and former Pussycat Doll Ashley Roberts, who get behind the wheel to pick up a member of the public who believes they are taking part in a celebrity interview show.

After picking up their passenger, the celebrity chauffer behaves badly behind the wheel, such as by using a phone or shouting at other drivers. The car is actually being controlled by a stuntman while the celebrity receives instructions from a hidden ear piece.

The series, part of an ongoing initiative by Aviva to encourage safer driving, was commissioned by Jody Smith, the commissioning editor, multiplatform and online video, and created and produced by Little Dot Studios.

Aviva launched its safer driving campaign in December 2015 and it was the first initiative in its new global brand strategy, "Good thinking".

Lindsay Forster, the UK and Ireland customer marketing director for Aviva, said: "It’s a real challenge to get across such an important message in a light-hearted way, but the Shorts hit just the right note and we’re thrilled with how they have turned out.

"We know from our research just how easy it is to pick up bad habits while driving, but making our roads safer is good thinking for everyone. As well as entertaining viewers, we hope that the Shorts will prompt people to think about their behaviours on the road."

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