Saatchi & Saatchi Dubai Launches ‘Crash Text’ for KIA

By Erik Oster 

Saatchi & Saatchi Dubai launched a campaign for KIA Motors Egypt highlighting the dangers of texting and driving, entitled “Crash Text.”

An abstract, 60-second spot, which will run online and in cinemas beginning today, sheds light on the fact that you lose concentration on driving the moment you start typing the first letter of your message. In other words, one letter is enough to cause an accident that could cost you your life. To highlight this message, the spot shows letters in various states of destruction, attempting to cut through the barrage of driver safety ads by standing out from the pack.

“The abstract approach was deliberate in the hope that people who see it are left with the message that it’s not necessarily the act of driving that causes accidents but the habit of texting and driving,” explained Richard Copping, executive creative director at Saatchi & Saatchi Dubai. “I hope that when people see the film, they will learn from it.”

While texting and driving is clearly a global issue, it is as pressing in Egypt as anywhere. The country has more road accidents per miles driven than any other in the world.


Agency: Saatchi & Saatchi MENA

Client: KIA Motors Egypt (EIT)

Executive Creative Director: Richard Copping

Copywriter: Simon Raffaghello

Art Director: Raja Rizkallah, Ion Cojocaru, Anjum Shaikh

Animation: Raja Rizkallah

Tarek Akil: Account Manager

Music: Tim Hecker, Warp Music