# Deathly Emoticon Ads The Brake Don't Text and Drive Campaign Sends a Morbid Message By Meghan Young | Published 2012-08-16 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/brake-dont-text-and-drive References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/08/brake-dont-text-and-drive/) & [thebluehive](http://thebluehive.com) The Brake Don't Text and Drive ad campaign takes a morbid look at the ultimate consequence of typing away on the phone when [roaring down the road](https://www.trendhunter.com/trends/captain-of-the-night-campaign). The victims of this particular outcome have found themselves lying cold on the table of a mortician. Although that might already be disturbing for some, the images are taken to the next level with classic emoticons superimposed onto the faces of the dead. Created by [Blue Hive](https://www.trendhunter.com/trends/Commercial-lunar-infrastructure), an ad agency based in London, United Kingdom, the Brake Don't Text and Drive ad campaign almost looks like the work of a serial killer. In this case, the serial killer is not another human being, but an unsuspecting phone. The campaign was shot by James Day. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 86% | Activity: 82% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Mobile](https://www.trendhunter.com/mobile) ## Key Themes ### What's Driving This Trend - **Graphic-emoticon Advertising:** Opportunity for ad campaigns to incorporate classic emoticons to provoke strong emotional reactions in viewers. - **Morbid-cause Marketing:** Potential for using shock value to raise awareness about risky behaviors and their consequences. - **Visual-storytelling Campaigns:** Emerging trend of using visual imagery to tell a compelling story and make a lasting impact on audiences. ### Who This Affects Most - **Advertising:** Opportunity for ad agencies to create innovative campaigns that engage and resonate with viewers. - **Automotive:** Industry can take advantage of morbid messaging to promote safe driving practices and discourage distracted driving. - **Digital Media:** Platform for sharing visual storytelling campaigns that promote important social causes. ## Related on Trend Hunter - [Mental Health-Supporting Campaigns](https://www.trendhunter.com/trends/the-last-photo.md) - [Nightmarish Mobile Campaigns](https://www.trendhunter.com/trends/cellphone-bill.md) - [Car Safety-Promoting PSAs](https://www.trendhunter.com/trends/never-happens-campaign.md) - [Emoji-Inspired Beer Campaigns](https://www.trendhunter.com/trends/emojiless.md) - [Vibrant Retro Transport Campaigns](https://www.trendhunter.com/trends/public-transport-safety.md) - [Distorted Burger Campaigns](https://www.trendhunter.com/trends/ailloween.md) - [Influencer-Inspired Ads](https://www.trendhunter.com/trends/tomcat.md) - [Emoji-Centric Campaigns](https://www.trendhunter.com/trends/bubble-gum-emoji.md) - [Tactile Braille Emoticons](https://www.trendhunter.com/trends/braille-emoticons.md)