DDB Examines Downside to Self-Driving Cars for Centraal Beheer Achmea

By Erik Oster 

DDB & Tribal Worldwide, Amsterdam tackles the issue of self-driving cars in their latest spot for Dutch insurance company Centraal Beheer Achmea.

The spot at first appears to be a promo for the self-driving car, but while the voiceover extolls the virtues of the technological innovations it leads to all kinds of disastrous accidents as people are distracted by the site of seeing a car with no driver. DDB’s spot crams a lot of slapstick into its 60 seconds, leading into the brand’s “Just Call Us” tagline.


Apparently the spot was correct in its assumption that a self-driving car would function as a large distraction to other drivers and passers-by. “The self-driving car is a hot topic at the moment and we saw it as a great opportunity for Centraal Beheer Achmea’s car insurance,” said Pol Hoenderboom, creative director at DDB & Tribal Worldwide. “Our own ‘self-driving car,’ by the way, did not survive the shoot unscathed. A local driver was so distracted by the situation that he drove straight into our ‘TV ad hero’ car parked on the location.” Stick around for credits after the jump.


Title: Self driving car

Client: Centraal Beheer Achmea


End responsible client: Ellen van der Horst

Product: TVC, Addon, DRTV

Length in seconds: TVC 50”, Addon 10”,  DRTV 30”

Agency: DDB & Tribal Worldwide, Amsterdam

Production agency: Passion Raw

Director: Owen Trevor

D.O.P.:  Tim Hudson

Producer: Dan Scott-Croxford,  Kwok Yau

Editor: Guy Savin

Grading: Brian Krijgsman

Online: Ton Habraken, Stephen Pepper, Jeroen van Berkel

Soundstudio: Rens Pluym, Wessel-Jan van Zijderveld

Music: Massive Music