The Société d’assurance automobile du Québec (SAAQ) and LG2 Quebec have teamed up for the next phase of their award-winning “Don’t Text and Drive,” a campaign that contrasts the dangers of texting and driving with the trivial nature of messages people are sending behind the wheel.
Creative references historical figures that died conveying powerful messages with the senselessness of risking your life for a frivolous message like “What are we eating tonight?”
“When people text on the road, it’s more often than not for small, trivial messages that usually have little or no importance,” Luc Du Sault, vice-president and creative director at LG2 told Marketing. “We wrongly assume this to be a harmless habit. In order to reverse this belief, we contrasted the danger of acting this way and the messages’ triviality. And to renew the theme, we went with an entertaining formula that fosters thoughtful reflection.”
The bilingual campaign, which launched Sept. 8, consists of a French TV spot and two 30-second radio ads running in both English and French.
“On January 30, 1948, Gandhi died for his message of peace and non-violence. On April 4, 1968, Martin Luther King died for his message of de-segregation,” says voice over narration in “History”. “On May 17, 2014, Julie Dubé died for her message, “Did you rent the movie?” Don’t risk your life for a trivial message. Don’t text and drive.”
Last year’s “Don’t text and drive” campaign, also developed by LG2, was recognized with gold trophies at the 2013 Marketing Awards and a Bronze Lion in Cannes.
“Don’t Text and Drive” will run until October 5. Touché is handling the media buy.
SAAQ is a crown corporation responsible for licensing drivers and vehicles in Quebec.
