The campaign is the first time the government will use a drink driving-style advertising campaign to tackle this issue. Government statistics show that 20% of all motorway accidents are caused by sleepy drivers, leading to the deaths of more than 300 people a year, as well as leaving 3,000 seriously injured.
With the tagline "Don't drive tired" the ad shows a man drifting to sleep in what is described as a "comfortable warm environment". However, when the camera pans back, viewers see that he is driving in a car with his family. The ad ends with a shot of the car flipped over after hitting the central reservation, because the father has fallen asleep at the wheel.
The government hopes that the ads will encourage drivers to take breaks regularly. It also plans to get service stations to provide rest areas where drivers will be able to take breaks and stretch their legs.
Abbott Mead Vickers BBDO won the Department of Transport's 拢9m road safety account in 1998. It has created ad campaigns including the "Kill your speed" spots.
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