S&C Advertising in San Antonio last week debuted its first roadside work zone safety campaign for the U.S. Department of Transportation's Federal Highway Administration.
Featuring a computer-animated road crew member named "Jack Hammer," the television, print and radio advertising campaign stresses the dangers to both roadside workers and vehicle drivers when the latter do not heed orange-and-black caution signs in construction areas.
Since its Memorial Day debut, the agency has bought more than $1 million in media placements for 13 state highway departments, including those of Oklahoma, California and Virginia, according to S&C president Earline Lagueruela.
A deal with Metro Networks of Houston will deliver radio spots in conjunction with traffic reports provided by Metro in various markets. The ads are also available as public service announcements, Lagueruela said.
In the tradition of the National Highway Traffic Safety Administration's crash test dummies, the ads feature Jack Hammer as a readily identifiable mascot for the road-caution cause. In the first 30-second television commercial produced, the orange-and-black character promotes the tagline in an authoritative manner: "Get the picture. Listen to the signs."
"Jack, basically, is kind of a superhero," said Lagueruela of the physically fit character.
The agency developed Jack Hammer over the past two years, after winning a $500,000 contract from the transportation department to devise the campaign.