AXA's New Campaign Features the Behaviour of Bad Drivers

By: Ian Andrew Panganiban - Published: Apr 28, 2013 • References: adsoftheworld
Good behavior is oftentimes rewarded, but receiving those rewards can get a bit harder when you grow up; AXA's new campaign aims to change that behavior with the use of bad drivers.

The setting is based in a busy market place with people out and about, when suddenly an elderly woman starts crashing into cars, hitting motorcycles, and ultimately crashing into the market stalls. People were in shock, but then a banner is later shown saying "Nobody wants to pay for bad drivers. AXA rewards good drivers."

Companies seem to enjoy in scaring potential consumers, but those tactics seem to work well in garnering attention. On a side note, the woman the company used for their reckless car commercial is a stunt woman from Holland. Stats for Real-Life Accident Commercials Trending: Older & Chilly
Research: 381 clicks in 160 w
Interest: > 3 minutes
Concept: Bad Drivers
Related: 44 examples / 34 photos
Segment: Neutral, 18-55+
Comparison Set: 16 similar articles, including: unorthodox gun control ads, reality show-inspired ads, and disturbing marine life ads.