The Volkswagen Up Careless Ads Target a Woman's Attention Span

By: Leslie Chen - Published: Feb 4, 2013 • References: & adsoftheworld
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. Stats for Distracted Driving Campaigns Trending: Older & Mild
Research: 2,140 clicks in 173 w
Interest: 1.5 minutes
Concept: Volkswagen Up Careless
Related: 48 examples / 37 photos
Segment: Females, 18-55
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