# Hybrid Collision Campaigns Road Safety Hawkes Bay Ads Sell Concentration, Not Cars By Amelia Roblin | Published 2011-09-02 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/road-safety-hawkes-bay References: [adsoftheworld](http://adsoftheworld.com/media/print/road_safe_hawkes_bay_nissbaru) & [ogilvy.co.nz](http://www.ogilvy.co.nz/#/home) Using one of the simplest advertising techniques to introduce the latest vehicles, this [Road Safety Hawkes Bay](https://www.trendhunter.com/trends/road-venture-lineup) campaign actually sets out to deliver a very different sort of message. Each of the three prints presents the eventual appearance of your beloved big ticket purchase, should you chose to drive erratically amidst traffic. They have even been labeled with fictional brand names like Volksubishi, Toyazda and Nissbaru. The [Ogilvy](https://www.trendhunter.com/trends/audi-handbook-novels) agency of New Zealand composed these ads quite cleverly, creating the idea of a complete car but made up of two automobiles that have crashed with such impact that one has literally driven into the other. Rather than promoting this as a positive situation, the Road Safety Hawkes Bay campaign paints this terrible picture so that car owners become more cautious. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 65% | Activity: 64% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Key Themes Behind This Trend - **Road Safety Advertising:** Opportunity for advertisers to focus on promoting safety rather than just selling products. - **Minimalistic Advertising:** Opportunity for advertisers to use simple, clever techniques to grab attention and convey a message. - **Shock Advertising:** Opportunity for advertisers to use shock tactics to promote behavior change. ### Where This Applies - **Automotive:** Opportunity for the automotive industry to promote safe driving through their marketing campaigns. - **Advertising and Marketing:** Opportunity for the advertising and marketing industry to rethink traditional advertising methods and approach in a new, innovative way. - **Road Safety:** Opportunity for the road safety industry to collaborate with creative agencies and develop effective public awareness campaigns. ## Related on Trend Hunter - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Winter Driving Campaigns](https://www.trendhunter.com/trends/uncommon-winter-campaign.md) - [Vibrant Retro Transport Campaigns](https://www.trendhunter.com/trends/public-transport-safety.md) - [Cheeky Auto Campaigns](https://www.trendhunter.com/trends/he-got-money.md) - [Car Safety-Promoting PSAs](https://www.trendhunter.com/trends/never-happens-campaign.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [Surreal Car Care Campaigns](https://www.trendhunter.com/trends/you-are-how-you-car.md) - [Reality-Bending Car Ads](https://www.trendhunter.com/trends/cargurus-latest-ad.md) - [Creative Auto Campaigns](https://www.trendhunter.com/trends/electric-capri.md)