# Sappy Safe-Driving Ads Ronin Advertising Group Releases a Commercial That Might Make You Cry By Peter Vallas | Published 2011-05-29 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/ronin-advertising-group References: [adweek](http://www.adweek.com/adfreak/road-safety-funeral-film-will-ruin-rest-your-day-132029) & [roninadv](http://www.roninadv.com/) The Last Word is an [extended commercial spot](https://www.trendhunter.com/trends/johnson-johnson) done by [Ronin Advertising Group](https://www.trendhunter.com/trends/fisker-2). We all know that texting and driving is dangerous and can lead to some deadly consequences. This PSA wanted to build a connection with the audience to show how lives are really altered from texting and driving. While most ads in this genre show the actual crashes that can happen from driving distractions, Ronin Advertising Group wanted to show consumers the aftermath, which will really tear a person apart. The agency told the story of a young boy who lost his father through using his cellphone while driving. He is upset and knows that by simply ignoring of his cellphone, his father would have still been around today. ## Trend Insights (Trend Hunter) - Score: 1.4/10 - Popularity: 12% | Activity: 21% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What's Driving This Trend - **Emotional Safe-driving Ads:** Opportunity to create impactful ads that emotionally connect with audiences, encouraging safe driving habits. - **Storytelling in Public Service Announcements:** Opportunity to leverage storytelling techniques to convey important messages and create a lasting impact. - **Shift Towards Post-accident Focus:** Opportunity to disrupt traditional safe-driving ads by highlighting the emotional aftermath of accidents caused by driving distractions. ### Who This Affects Most - **Advertising:** Opportunity for advertising agencies to develop innovative campaigns that promote safe driving practices. - **Automotive:** Opportunity for automotive companies to partner with advertising agencies to promote safer driving technologies and educate consumers on the dangers of driving distractions. - **Technology:** Opportunity for technology companies to develop tools and applications that help prevent texting and driving. ## Related on Trend Hunter - [Car Safety-Promoting PSAs](https://www.trendhunter.com/trends/never-happens-campaign.md) - [Gun Violence Prevention Films](https://www.trendhunter.com/trends/sandy-hook-promise.md) - [Mental Health-Supporting Campaigns](https://www.trendhunter.com/trends/the-last-photo.md) - [Haunting Tech Safety PSAs](https://www.trendhunter.com/trends/centre-for-child-protection.md) - [Solution-Oriented Holiday Ads](https://www.trendhunter.com/trends/solutionoriented-holiday-ad.md) - [Humorous Automotive Campaigns](https://www.trendhunter.com/trends/where-have-you-been.md) - [Heartfelt Bank Ads](https://www.trendhunter.com/trends/synchrony-bank.md) - [Love-Centric Public Service Announcements](https://www.trendhunter.com/trends/love-has-no-labels1.md) - [Winter Driving Campaigns](https://www.trendhunter.com/trends/uncommon-winter-campaign.md)