Cannes Lions

HAND OVER THE WHEEL

PUBLICIS CONSULTANTS, Paris / FRENCH ROAD SAFETY - DELEGATION A LA SECURITE ET A LA CIRCULATION ROUTIERES / 2013

Case Film
Case Film

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Overview

Description

Handing over the wheel should be a reflex reaction!

The new TV spot shows slices of a driver’s life as he hangs on to his driving wheel: in a work meeting, at a restaurant with his family, during his daughter’s school show, walking his dog, on the dance floor In each situation, the man keep in his hand on his wheel, refusing furiously to hand it over every time someone tries to take it from him.

Through these comical scenes, the film mocks the obstinacy of some drivers who want to drive even if they are too tired, too drunk or under the influence of drugs.

With this campaign, Road Safety appeals to everyone to develop good reflex-reaction. The message "hand over the wheel" addresses not only those who hang on the wheel, but also to those who could take over easily, but don't due to habit or boredom.

The film ends with this common sense reflection: " better to hang on to your life than to your wheel...”

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