This Drugged-Up Driver's Paranoia Just Got Worse for a Reason

U.K. Campaign Promotes Stricter Drug Driving Laws

Published On
Mar 02, 2015

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Starting today, the U.K. has stricter laws against driving while on drugs, together with a new drug-testing kit carried by the police. This ad from Abbott Mead Vickers BBDO promotes the new legislation by showing a driver who feels increasing unease and paranoia, having taken drugs before getting behind the wheel. The film cleverly conveys that somehow everything looks creepy, as he imagines he sees blue lights everywhere. Turns out he's right to be paranoid -- the cops are on his tail.

The campaign, for the Department of Transport's Think campaign, is the first by Rob Messeter and Mike Crowe since joining AMV as creative partners in June 2014 from Adam & Eve/DDB. It was directed by Academy's Frederic Planchon.