There is something very unnerving about ads that play with images of the eye – and this campaign plays to it marvellously.
Aiming to warn young adults that drug-driving is as unacceptable (both crime and punishment) as drink-driving. The police are equally adept at catching offenders, and there’s nothing you can do to prevent it as it’s an involuntary reaction to the drugs in the driver’s system.
The retouching on the eyes in the TV ad might look alien, but that’s what you’d look like to the police. It’s a warning that says ‘we’re watching you.’
The campaign includes a huge P.R. drive that included coverage on national news, national and local papers, online coverage and strategically placed banners (e.g. car insurance websites) and, of course, YouTube.