Clemenger BBDO Melbourne set to launch ‘You can’t fight sleep’ debut campaign for TAC
The latest Transport Accident Commission (TAC) campaign taps into the science of sleep in a bid to stop drivers falling asleep at the wheel.
It is the first work from Clemenger BBDO, Melbourne since winning the TAC business from long-term incumbent Grey, Melbourne. The new campaign will appear on television, radio, print, outdoor and online from today.
Using the slogan ‘you can’t fight sleep’, the TV spot features a woman peacefully laying her head down on a pillow in slow motion as she falls asleep. As her head hits the pillow, it becomes apparent the pillow is actually an airbag inflating in a crash.
TAC chief executive officer Janet Dore said the campaign represented a shift in focus from earlier fatigue campaigns by combating the false belief that drowsy driving, estimated to be a factor in up to 20 per cent of Victorian road crashes, is only a danger on long trips.
“The campaign’s message is that from the moment you wake, sleep-inducing chemicals build up all day, causing drowsiness. This drowsiness signals the onset of sleep, which can happen in an instant and without further warning,” Ms Dore said.
“On average, a healthy adult needs seven to nine hours of quality sleep to function optimally. After 24 hours of no sleep, the risk is the same as driving with a blood alcohol content of 0.1.
“We tend to think that sleep is a choice we have control over, but it is actually a chemical and physiological process. The only way it can be overcome is by sleeping. In the absence of sleep, the chemicals that cause drowsiness will continue to build up in the brain until they reach a tipping point where staying awake is no longer an option.
“Drowsy driving is deadly, regardless of whether you are driving a short distance home or on a long road trip. Too many people believed they could keep sleep at bay by winding down a window, turning the radio up or having a coffee but the best thing you can do is get a good night’s sleep,” Ms Dore said.
Victorians can get involved in the campaign with the #yawnchallenge on social media. Upload a photo of yourself yawning with the #yawnchallenge, reminding your followers that you can’t fight sleep.
You could win one of five $500 luxury sleep packs to help you get a good night’s rest.
19 Comments
They left Grey for this??????
Fatigue is a tough brief, it’s not illegal and hard to enforce, it’s hard for people to regonise there own behavior, there’s a low motivation to change.
However i just don’t think this helps. At the core of the message is ‘you have no control’. When you take away control you take away the ability to change.
And I think clems would recognize the yawn challenge isn’t there best work…
It’s a nice idea. But it’s not taking the brand forward, it’s not telling me anything I haven’t already been told and it’s not going to have any impact whatsoever on my driving habits.
Grey did nice work on TAC, I wouldn’t say this is miles away from something they would have pitched. Only real difference is the level of craft you get with Clems. Nice job.
There there, 7.40AM, it’s ‘their’ and ‘their’. Judging from the time of your post, perhaps you were sleep deprived.
Nothing new here. Please move on.
As Mrrm says, theres a case to argue that any kind of behaviour change effort that begins with asking people to think is probably not going to be that effective.
However the shock/surprise element means it will get noticed for a period.
In a similar fashion to the lipstick in rear mirror thing from a while back.
Though that one was possibly a bit more sophisticated.
But those points aside, the now obligitory social media hashtag upload a pic is the dumbest thing here by a long long way.
a Yawnchallenge indeed.
Women drivers.
There are times, you have to let the clients write the ads.
The commercial only goes 90% of the way. Perhaps there needs to be a less implied and more in-your-face call to action, like : You can’t fight sleep, so when you notice you’re getting drowsy, stop/don’t drive. But it might be a bit uncool/unfashionable to spell it out for the dummies (the 90% of the population). But maybe that’s what they need. Let the heckling begin.
yawn. boring. where are the credits?
This won’t be the best thing Clemenger does for TAC.
Hate it all you want but nostalgia and negativity won’t reverse injustice.
zzzzz
Well executed Mark Molloy. Superb work as always.
Saw it coming a mile away.
Over rated, as always
Distractions lead to disaster on the radio and reskinned as sleep. Groundbreaking.
I do like the Plan Ahead spot though.
Definitely a nice response to a tough brief. Clems should be proud.
In saying that, still don’t think TAC should have left Grey in the first place.
The Clemenger PR machine is runnibg at full capacity. It’s actually getting a bit tedious isn’t it?
Clems PR are clearly fantastic. Well done, gals.