NEWS: JWT scoops award for anti-road rage work

J. Walter Thompson is to receive a Royal award for anti-road rage ads the Government refused to back.

J. Walter Thompson is to receive a Royal award for anti-road rage ads

the Government refused to back.



The agency will be presented with the Prince Michael Road Safety Award

at a Motor Show lunch on Thursday for the work which tells drivers:

‘Don’t drive like a dipstick.’



Roy Ward, the chairman of the charity’s awards council, is expected to

use the event to urge a Government rethink. John Bowis, the Minister for

Local Transport and Road Safety, is due to attend.



The ads were the brainchild of Trevor de Silva, a JWT copywriter, who

suggested the independent campaign after he became a road rage victim.

JWT has produced five humorous commercials featuring pedestrians

mimicking bad driving behaviour.



One film shows two fathers pushing baby buggies and racing each other.

The picture freezes as a young mum comes into view and faces a head-on

collision.



A second spot spoofs two road racers revving up at a start-line but then

reveals that the men are at a pedestrian crossing. Both ads carry the

endline: ‘Stupid isn’t it? So why do it in your car?’



The ads are currently being tested in Hertfordshire cinemas using space

donated by the local council. They were directed by Martin Jones at TTO

Films, with funds from several local authorities, including

Hertfordshire, Essex, Hereford and Worcester and Warwickshire.



Posters supporting the campaign are due to run at the Motor Show and at

London’s Euston Station.



The campaign was written by de Silva and Jonathan Johns with art

direction by Nick Wootton and Paul White.



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