The Volkswagen Up Careless ads may offend a few ladies as it specifically addresses the lack of attention paid to the road by women drivers.
Designed and created by the advertising school Sir J.J. Institute of Applied Art in Mumbai, India with art direction by Kushal Birari, the campaign features four different images of a woman doing other things like applying lipstick and blow drying her hair rather than focusing on driving. Aimed at promoting the Volkswagen's automatic emergency brake, the ads definitely make their message clear.
Although some people may not be too happy with how the Volkswagen Up Careless campaign targets the carelessness of women drivers alone, it's hard to deny how they will undoubtedly stir up more than a few interesting conversations.
What's Driving This Trend
- Gender-specific Distracted Driving Campaigns
- Opportunity to create more inclusive messaging and broader safety education that acknowledges all drivers may be at fault.
- Advertising School-designed Campaigns
- Opportunity for brands to work with educational institutions to create effective messaging and campaigns.
- Technology-assisted Driving Features
- Opportunity to market and create awareness of emergency brake technology and other features that help reduce accidents.
Who This Affects Most
- Advertising and Marketing
- Opportunity to create messaging and campaigns that promote safety without relying on gender stereotypes.
- Automotive
- Opportunity to incorporate emerging technology and create safeguards that prevent distracted driving.
- Education
- Opportunity for schools and universities to play a role in creating effective educational and safety campaigns around distracted driving.
