The Department of Transport Think! campaign, which launched yesterday, aims to reduce the number of cyclists killed by heavy goods vehicles at junctions. The government said a third of such deaths happen when lorries turn left.
The ad shows clips of two boxers fighting and meat being chopped with a cleaver – demonstrating things that you should not get caught between – to make the comparison between a cyclist and a lorry.
But Caroline Russell, a London Assembly member, told The London Evening Standard that the ad shows the government was "victim-blaming" with the campaign.
Jeremy Vine, the BBC Radio 2 presenter, also critcised the ad for association cycling with active meat cleavers.
Truck overtakes cyclist and turns left across him, and this awful road safety advert blames the cyclist. https://t.co/d5lrI6hQg0— Jeremy Vine (@theJeremyVine) September 26, 2016
The ad, created by Abbott Mead Vickers BBDO, broke online yesterday and will run on YouTube, Facebook and Twitter.