A 'Puppet Boy' Stars in Disturbing Safe-Driving Ad

Clemenger BBDO Spot Asks Parents in Australia to Set an Example for Future Drivers

Published On
Apr 08, 2015

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When you drive, you set an example for everybody in the car -- including the little ones. That's the message behind Victoria's Transport Accident Commission's jarring campaign called "Strings," featuring an eerie boy puppet.

In the Australian spot created out of Clemenger BBDO and directed by Tomas Mankovsky, a boy mimes driving a car, his appendages attached to mysterious strings. He texts, yells at other drivers and even swerves -- mimicking what seems to be a real, disgruntled driver's every move. The camera pans out and reveals that the child's strings are attached to his father, the "master" behind his son's every move.

"What kind of driver are you raising?" appears as the video ends, driving home the message that parents set an example for drivers of the future.

The agency worked with professional puppeteers to ensure the spot could be filmed in a single take.

The Transport Accident Commission, or TAC, has been advertising for 25 years, and is known for its edgy, dark approach to road safety messaging. This ad is meant to be a new, more positive approach to road safety, although it still does read as pretty disturbing.

Past efforts from the TAC include the Homesafely campaign from 2012, which encouraged drivers to put down cell phones while driving.


Apr 08, 2015
Brand :
Client :
Agency :
Clemenger BBDO-Melbourne
Marketing Coordinator :
Amy Cockerell
Project Manager :
Cherie Chandler
Road Safety Project Coordinator :
Samantha Buckis
Senior Manager of Road Safety :
Samantha Cockfield
Chairperson :
James McGrath
Executive Creative Director :
Ant Keogh
Creative Director :
Stephen de Wolf
Senior Copywriter :
Jim Robbins
Senior Art Director :
Luke Thompson
Print Producer :
Sharon Adams
Executive Producer of TV :
Sonia Von Bibra
Senior Agency Producer of TV :
Karolina Bozajkovska
Retoucher :
Steve Pratt
Managing Partner :
Lee Simpson
Group Account Director :
Naomi Gorringe
Director :
Tomas Mankovsky
Producer :
Camilla Dehnert
DOP/Cinematographer :
Geoffrey Simpson
Production Company :
Editor :
Elodie Fouqueau
Designer :
Lucinda Thompson
Flame Artist :
Duncan Horn
Post Production Company :
Method Studios/Glassworks
Composer/Arranger :
Theodore Vidgen
Photography :
Stephen Boniface (Match Photography)
Sound Designer/Engineer :
Paul Le Coutier
Sound House :
Visual Effects :

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