The Transport Accident Commission (TAC) and Clemenger BBDO Melbourne have launched a new campaign based on a simple fact: How a parent drives now can strongly influence how their children drive later. Honestly we all know this, but this "Strings" campaign is a reminder that hits you right in the guilt. Unusual for most road safety PSA's and prior TAC work, there's no dramatic car crash or even a car. Just the dark stage and the kid, who does a really good job at acting like a distracted driver, tied with strings like a puppet. The slow reveal shows he's mimicking everything his father does.
Samantha Buckis, TAC Road Safety Project Co-ordinator, says ‘Strings’ needed to find a way to empower parents to reflect on their own behaviour.
“Every time a parent gets behind the wheel, their children are watching their behaviour, both good and bad. By the time a child goes for their driving licence, their attitudes on the road have already started to form”
Clemenger BBDO Melbourne Creative Director Stephen de Wolf says the shoot was a highly complex operation.
“We designed an intricate rig that linked our father and son, with professional puppeteers directing our talent. The 60- and 30-second spots were filmed in single takes, so we required a perfectly timed and synchronised performance from both of them”
The TAC campaign includes TV, OOH, print, digital, social and radio.