Think! "The road whisperer" by VMLY&R

Think!, the government's road safety initiative, invokes the spirit of Jeff Bridges' "The Dude" character from The Big Lebowski, in a surreal and humorous new campaign.

Created by VMLY&R, the films portray young and inexperienced drivers being visited by a phantasmic Jeff Bridges-style character with a Southern American drawl. The brief was to create a character that did not come across as a distinctly authoritarian figure that would not be received well by young men. The work was created by Sophie Taylor and George Robb and directed by Ali Ali through Sonny London. 


Creative director
Business director
Senior account director
Senior account manager
Strategy director
Production company
Post production company
2D lead artist
Online artist
Sound design
Lead sound

Become a member of Campaign from just £78 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member