CRASHING IN | Adweek CRASHING IN | Adweek
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CRASHING IN

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The mangled wreckage of a black Z-28 Camaro affixed to a billboard is a stunning reminder to "buckle up" in a new campaign for the Texas Department of Transportation.

The ad by Sherry Matthews Advertising & Public Relations of Austin, Texas, uses a car actually involved in a crash last fall. Copy on the board states: "They buckled up and lived."

"People hear that wearing a seat belt can save your life in a crash, but we wanted actual proof," said agency account supervisor Janet Lea. "The guys who survived the crash even turnedout to be one of the demographics we need to reach—young male drivers and passengers."

To prepare the car for display, the engine, transmission and seats were removed to meet the 1,250-pound weight limit of the billboard.

The board is located along Austin's busy I-35 interstate highway. The display will move to Dallas in August.