Jarring N.Z. ads give drivers a wake-up call

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With all the subtlety of a splattered skull, New Zealand highway-safety officials have launched a disturbing ad campaign with the tagline, “Sleep before you drive.” You can see (literal) executions here, here and here on Ads of the World. It’s an interesting campaign topic because it truly can affect anyone at any time. There’s no “Just say no” approach to getting sleepy like there is with drunken driving, and maybe graphic reminders like these will help people realize that they can be too tired for the road.

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