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Think! – The Road Whisperer: Country Roads

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Continuing on from VMLY&R’s previous work for the Department of Transport’s Think! campaign – the amusing Mates Matter, which saw a massive shift in young men’s attitudes towards drink driving – this new work aims to help new drivers learn the ways of the road with the help of a strange visitor from the South.

Loosely fashioned on Jeff Bridges’ The Dude, in The Big Lebowski, the mysterious Road Whisperer suddenly appears in the back seat of cars to offer tips and advice about nerve-wracking moments that can make rookie drivers feel vulnerable, such as driving at night, on country roads and on motorways.

Department of Transport research reveals that one in five drivers crash in the first year after passing their test, with male drivers between the ages of 17-30 often feeling vulnerable on the road, which can lead to them driving more defensively and taking unnecessary risks.

Think! – The Road Whisperer: Night Driving

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With a distinctive Southern American drawl, a dodgy hat and a general ‘ornery vibe, the Whisperer will feature in a series of films and GIFs throughout March, to give new drivers tips that will help them deal with the challenges of driving solo. While driving advice from a beardy oldster could be a bit of a turn off for boy racers, the films are enlivened by such oddball touches as the Whisperer’s friend Skippy, a live ferret he suddenly produces who he claims is a practising midwife. Odd. But then what’s not to love about a ferret-cum-healthcare worker?

The films will be broadcast online and on social media during March, while the Night Driving film will also be shown in cinemas.

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