These Road Safety Ads Evoke the Joy of Life, Not Fear, to Encourage Careful Driving

Unconventional approach by DDB France shies away from guilt in favor of love, fun, and laughter


Road safety ads are usually formulaic: A man or woman is driving, answers a text, and then swerves into oncoming traffic or collides with a pedestrian, claiming a life.

The shock factor aims to evoke fear and guilt to prevent avoidable car accidents, which tragically kill tens of thousands of people in the U.S. alone each year, and more than 1 million worldwide.

But DDB France took a new approach in a campaign for French Road Safety by evoking a different type of feeling—the joy of life—in a bid to cut collisions and remind people of what they risk leaving behind.

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