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The ad, which breaks on Monday, aims to illustrate the dangers facing drivers who don't repair chipped glass before it needs replacing.

The wording across the ad emanates from a little chip in the top left-hand corner with the lettering produced in the style of a crack. It reads: "A small chip can lead to a big accident."

Ben Short and Darryl McDonald were the creative team behind the campaign, which will run initially across regional press titles.

Jonathan Alder, the account director at HHCL, said: "Leaving chips unless they cause you to fail an MOT is potentially very dangerous. Using the glass cracks to form our headline became a simple and truly effective way of conveying such an important message."

Media planning and buying is by Universal McCann. The press campaign supports a TV execution, which launched in January this year. It featured a man being pursued through the streets by a crack in his windscreen that he ignored.

The ad was restricted to transmission after 7.30pm after Ofcom upheld eight complaints that the spot was distressing for children.

Jane Wiley, the Autoglass marketing director, said: "The press ad further builds on the success of the TV safety campaign, continuing to educate drivers by illustrating the important message that damaged windscreens are a safety issue and reinforcing our position as the market leader."