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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.