Dead bodies populate AutoTrader ads in stark drink-drive message

LONDON - At first glance it looks like a standard AutoTrader classified ad page, but a closer look reveals that the featured cars have broken windshields and dead bodies on the bonnet in a 'Don't drink and drive' campaign by JWT.

The ads, created especially as part of an AutoTrader "don't drink and drive" campaign, have been designed to show the deadly consequences of driving under the influence and will feature in AutoTrader magazines nationwide until the end of January.

One ad for a Vauxhall Astra 1.7D Turbo shows the car as it would normally look in a typical ad, but with a man hanging out of the windscreen, apparently dead.

The copy reads: "ABS, power steering and driver's airbag. But nothing to stop passenger hurtling through windscreen after driver had spent a couple of hours in pub. Don't drink and drive. AutoTrader."

Another ad shows a boy lying on the ground in front of a car after a "lady owner who, after a few sherries, knocked down and killed a boy playing outside his home".

In another creative, an ad features a shot of a Ford Fiesta up against a lamppost with the words: "60,000 miles, central locking, new alloys, new radio/CD player, all a complete write-off after the young driver had a few cocktails, drove into a lamppost and killed herself outright".

The campaign is launching in time for the festive period, when many people will be tempted to drink and drive after Christmas celebrations.

The ads were photographed by Adam Hinton with Simon Horton as art director and Hanna Ford as copywriter.

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