One Letter as A Warning
Nissan has unveiled striking print ads that highlight the dangers of texting and driving.
Created by Y&R Puerto Rico, the campaign features evidence bags containing charred, bruised and bloody alphabet letters accompanied by a copy that states, “It only takes one letter. Don’t text and drive.”
On a different yet similar note, Suzuki uses a softer approach with a campaign developed by FCB global that speaks for itself with resolving to striking graphics. The visual simply warns drivers not to text while driving with bold lettering and a graphic optical illusion with a tagline that reads: “Text or Drive.”
The purpose of the campaigns is not to advertise a product, but instead to get a very serious and important message across to viewers - to not text and drive. Nissan does this very well in this print ad by trying to warn and scare drivers of the possible consequences of texting whilst driving. On the other hand, Suzuki’s softer approach is visually arresting and works well on OOH media. It is also a memorable one although it doesn’t play onthe emotions.
Despite not advertising their products, both brands do benefit from their campaigns, as they get their brand names out there and allow viewers to develop an opinion of the brands for themselves. The hope for both brands is that viewers recognise that the companies are concerned about the safety of their customers and not just about making sales.
The idea of using a letter in an evidence bag covered in blood is a gruesome yet effective way of exemplifying how even just texting one letter could be the cause of death if behind the wheel. While Suzuki’s concept of using letters as a mark point on the road is also a creatively-clear and powerful message, graphically speaking.
Which of the campaign is more effective-the soft or shock effect technique- remains to be seen…