Clemenger BBDO Melbourne tap into the science of sleep in first campaign for TAC

The Transport Accident Commission has unveiled the first campaign from its new creative agency Clemenger BBDO Melbourne since it was appointed in a pitch that saw the 20-year incumbent Grey Melbourne lose the account.

Featuring a woman laying her head down on a pillow in slow motion as she falls asleep, the campaign taps into the science of sleep in a bid to stop drivers falling asleep at the wheel.

https://www.youtube.com/watch?v=fp9h-0N5MK8

With the tagline ‘you can’t fight sleep’ the ad changes as her head hits the pillow as it becomes apparent it is actually an airbag inflating in a crash.