AA: Designated Drivers

Since 2011 the number of casualties caused by drivers distracted by their mobile phones has increased by a quarter (24%). In light of this, the AA Charitable Trust and Think! in the UK are raising awareness of the dangers of distracted driving with a new ad by adam&eveDDB London to be shown in cinemas, video on demand, and online. The ad highlights the danger of texting whilst driving with a narrative that follows a couple leaving a nightclub: the woman, who is the designated driver for her intoxicated boyfriend, starts to reply to a text as they start their journey. The boyfriend notices and suggests they swap places, in a move that makes a bold statement on the dangers of using a mobile phone whilst driving.