Driver haunted by dead boy in DfT ad

LONDON - Abbott Mead Vickers BBDO has created a hard-hitting TV spot for the Department for Transport, featuring a man haunted by the corpse of a child he killed in a road accident.

The ad, part of the DfT's ‘Think' campaign, delivers the message that if you you kill someone while speeding you will be tormented by it forever.

Jim Fitzpatrick, the road safety minister said: "We now want motorists to consider the consequences of speeding for them: what is life like for the driver who kills because they are in a rush to get home and how does that split second decision affect the rest of their life?

"I hope this powerful new campaign will get drivers to kill their speed before it's too late."

The TV spot, which launched last night, is supported by online, cinema and radio advertising.