This campaign for France Road Safety is taking a slightly different approach to advertising, using love instead of fear to remind consumers why they need to be careful. Ads surrounding the importance of practicing safe driving typically feature high-stress, high-risk scenarios and outcomes.
These ads deviate from that formula, presenting the viewer with images of love and family. Instead of using fear to coax people into remembering road safety, the ads illustrate what's waiting at home and what makes life worth living. The scenes are simple but relatable, highlighting the beauty in every day moments. In one image, a couple embrace as yellow text reads "Life is more delightful than that last drink for the road."
Image Credit: French Road Safety / DDB France