TAC targets parents of primary school children with new campaign from Clemenger Melbourne
The Transport Accident Commission is targeting parents of primary school children in its latest campaign which aims to highlight the role parents play in shaping the driving behaviour of their children.
Created by Clemenger BBDO Melbourne, the campaign features a young child in the back seat with strings attached to his arms as if he is a puppet pretending to drive, complete with head checks for blind spots through to checking an imaginary phone for text messages and abusing another driver. The campaign finishes with a wide shot revealing the father in front of the driver with the same strings attached to his arm, the child is mirroring his actions.
It ends with the question “What kind of driver are you raising?”
Clems, stop trying to be so clever.
You haven’t given us a single campaign with any heart since you were appointed.
This is cold and lacks any emotion. How is that even possible on this account?
Well done TAC and the Clems team. Fantastic strategy to hone in on how we teach by our actions. As a dad, this ad just took me on a little trip down Memory Lane – where, at times, my driving wasn’t the greatest example for my kids. They both drive now. As any dad/driving instructor knows, ‘telling’ them what to do at 18 is hard (especially the lad). Showing them how to drive – at an age where they still think you’re Superman and want to be you – is simply brilliant. Don’t mind the anonymous naysayers – their parents simply didn’t teach them any manners.