AA Charitable Trust: Drowsy Driver

In a bid to slash the number of road fatalities caused by drivers falling asleep at the wheel, adam&eveDDB has created a powerful new campaign for the AA Charitable Trust.

Directed by Big Red Button via Biscuit Filmworks UK, the 60-second spot opens on a man driving down a country road. Suddenly, a pair of hands appear from the back seat and start kneading his tense shoulders. Soon, they're joined by an array of passengers intent on helping the driver relax with wafting incense, panpipes and even a foot rub. It all makes for a comic scene, until the action cuts away to reveal... well, we won't spoil the payoff, but it's an effective reminder of how easy it is to drift off at the wheel. 

The ad follows last year’s Designated Driver [below] campaign, highlighting the danger of texting and driving.

Look out for a Q&A with Big Red Button later today.