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

DDB France tries a different tactic to encourage safe driving. French Road Safety / DDB France

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.

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@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.
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