The Musings Of An Opinionated Sod [Help Me Grow!]

You Don’t Always See What You See …
March 14, 2008, 7:30 am
Filed under: Comment

Bike Accident

Road safety is a obviously a massive issue and whereas most countries use the ol’ shock and gore strategy, a new campaign has come out that I find really interesting.

In essence it’s saying ‘being focused on one thing can leave you unfocused in another’ and while the ad doesn’t convey much emotion [if any] it does get the message across well,

Whether this campaign will be as powerful as some of the more dramatic spots out there is open to debate [especially compared to some of the award-winning Victorian Road Traffic Association campaigns] but interms of getting through to younger, less experienced drivers [who tend to think they’re God’s gift to driving] I think it’s great with a really nice insight and literally loads of possibilities for extension.

To see what the hell I’m talking about, click here.

38 Comments so far
Leave a comment

Except for it having been evsicerated by the whole copyright drama that blew up around it.

Comment by John

thats what happens when youre a sad fuck and write your posts in advance. be like dodds and write your rubbish mere seconds before putting it up. its not like it going to alter the standard one fucking degree.

i like the idea, its decent but it just feels like theyre trying a bit too hard to be cool using the dress up bear. still its a step up from using dwarfes which is what most creatives trying to have a david lynch moment do.

its cute, itll get talked about by the people who they want it to get to but the ideas much fucking bigger than this and it just feels theyve missed a chance to do something even more powerful.

then it was done by the chaps at wcrs who have a planning director who is your identical twin so we should expect things to be good, but not as good as when im involved. story of your fucking life campbell 🙂

Comment by andy@cynic

And where is the german? Failing to get his towels on the blog lounger yet again. That’s where.

Comment by John

good point dodds, another day where the krauts dont turn up. if seb represents german precision then im never buying an audi again

Comment by andy@cynic

I like this execution but once you’ve seen it once, the novelty is over… and quite frankly, I think so is the message…

Comment by Age

novelty. thats exactly it age, its a fucking novelty but i do like the message, i think its fresh and interesting and has fuckloads of places to go creatively its just sad they went with the most basic of ideas to start off with. well that and the fact they stole the whole idea off some prof. personally i call it recycling rather than stealing, it has a much nicer ring to it.

Comment by andy@cynic

I fucking hate this. Hate it I do. I’m in a dreadful mood anyway, but if I see one more advertising/planning website or blog that posts this crap I will scream.

Hello? This is a really fucking old perception and awareness experiments done by Harvard – it’s fucking ancient.

But get this… wanna now what the book outlining the results of the test are called:

“Did You Spot the Gorilla?” Published in 2004

“In a recent series of ground-breaking psychological experiments, volunteers were shown a 30-second film of some people playing basketball, and told to count the number of passes made with the ball. After just a few seconds, a man dressed as a gorilla slowly walked into the frame, beat his chest at the camera, and sauntered off. Unbelievably, almost none of the people watching the film noticed the gorilla.”

That’s right GORLILLA. Get it? DO YOU UNDERSTAND ME? The only thing that is missing in this is a drum kit and a fucking bar of chocolate.

Honestly, sometimes it seems to me that everybody within the ad industry walks around with their heads up there arses.


Comment by Marcus

… which, of course, is in it’s self a perecption and awareness problem.

Comment by Marcus

I actually agree with Andy…

Comment by Rob Mortimer

just because youve seen it on loads of blogs or that it has “borrowed scientific interest” doesnt mean it is shit or wont be effective because the majority of people arent fucking sad bastards who crawl over adblogs in their waking hours.

youre obviously fucked off and desperate for a scrap but you cant imply its reached overkill when the only fuckers who have seen it are the sort of sad fucks who think campbell is quite interesting.

and its nothing like the chocolate gorilla spot because the execution has some fucking relevance to the issue/insight which is a fuckload more than the phil collins loving ape.

go and hit a kraut, even if it doesnt make you better, itll improve my impending fucked as all shit day.

Comment by andy@cynic

I don’t.

Comment by Marcus

youll go far doing that mortimer

Comment by andy@cynic

you calling me a sad bastard Boucher?

Comment by Marcus

i know why marcus, campbell told me but it has nothing to do with the ad has it, its because your fucking shed is leaking you poor fuck.

you can hate the ad, you can hate the stolen research, you can hate loads of sad fuck ad blogs have done it but you cant say its not a fresh way to address bike safety but i bet you fucking do 🙂

Comment by andy@cynic

Is this spate of rip-off ads a coincidence or is there a problem in adland?

(Also posted this question on my blog)

I’m sure Andy, but far where?!

Comment by Rob Mortimer

Comment by Marcus

theres always been rip offs in adland but its worse now and i blame lack of creative training and understanding of our fucking job plus clients/agencies positioning creatives as execution producers rather than creative imaginists.

saying that the amount of creatives who dont know what an idea is or how to solve a specific problem is fucking disgusting but ill save that for my fucking blog wont i mortimer. going now, got campbell to greet and hit.

Comment by andy@cynic

now I agree with Andy.

Comment by Marcus

Andy, as much as we would love you to have your own blog, we both know the odds of you finally starting it are slim…

Comment by Rob Mortimer

I think Andy has a point.

Comment by John

Isn’t this insight you talk about pretty much the same as the Limey’s used in their “green cross code man” ads from the 70’s and 80’s?

Not that new then is it?

Please don’t bore me for hours about the differences tomorrow, I’ll take it back if you leave me in peace, I’ll even pay for the coffee.

Comment by Billy Whizz

Buy some cotton wool for your ears Billy, you’re in for a long, long weekend 😉

Comment by Bazza

It’s nothing like the prescriptive green cross code Billy as will be drummed into you all weekend. When they dress you in a bear outfit and get you to chant it as you dodge traffic at columbus circle you will appreciate this.

Comment by John

I know the ideas different Dodds, I’m not that fucking thick, I’m talking about that insight Rob raves about “being focused on one thing can leave you unfocused in another”

See we’ve got DVD’s of old UK ads and there’s one on there where this kid runs in front of a car because he is focused on playing soccer (football for you purists) with his mate and doesn’t actually see the oncoming car.

Apart ftom that proving you Brits are blind and thick and have shit super heroes, it’s kind of like the same thing even if its in a totally different kind of way.

Oh bollocks, I’m in for a shit weekend aren’t I and he’s here at 8 fucking am so I don’t even get a lie in.

Comment by Billy Whizz

I’ve heard all about your DVD collection Billy and don’t think we’ll delve into that, but I know you’re not that thick – though what insights about avoiding being hit by a moving vehicle other than you weren’t paying attention is hard to imagine

As for the crap superhero – he went on to become Darth Vader thus proving where true evil lies. As you will discover this weekend.

Comment by John

“Congratulations for arriving alive home everyday.” — that’s the message I would pass out as a punch in the stomach of all drivers out there. I’m sure it would make them think and sweat.

Comment by the hidden persuader

I’m going to be picked on enough this weekend without you putting the boot in as well Dodds and I know what I’m talking about and I know the Green Cross Code man became Darth Vadar and I know you think I’ve got porn but it was an office gift and I don’t know why I bother defending myself because you’re all a bunch of Limey bullys and yet without us Yanks you’d all be talking German.

And Hidden Persuader, why not go the whole hog and do a campaign saying it’s only a matter of time before you murder someone so you may as well indulge in bum sex because you need to prepare yourself for when Bubba wants to stretch your ring in prison.

I’m all for scaring the fuck out of people but that’s fucking evil. I like you, come again.

Comment by Billy Whizz

What other insight can there be for not seeing a bloke dressed as a bear other than you weren’t paying attention as well.
Am I talking to a wall here?

Comment by Billy Whizz

Yes you are Billy now if you could please stop messing about on this blog and finish my adcepts, I’d appreciate it. Thank you.

Comment by George

Busted! 🙂

Comment by Bazza


Comment by Billy Whizz

I’m sorry – not that sorry – but this is a load of sanctimonious bollocks which is not going to do anything to change people’s behaviour. Sure it’s clever and I don’t doubt that it’s backed up by some psychological bollocks, but that doesn’t stop it being a shit ad. No, I didn’t spot the gorilla – but that has fuck all to do with driving a car down the street. If you want people to think about the world outside the car, remind them of that – don’t try and hide it in some pseudo-psychological metaphor because nobody you’re targetting is going to get it. Hummphh.

Comment by lofty

youre one of those literal planners arent you lofty? as i said earlier i think it could of been done in less of a “novelty” way plus the endline could of linked it all together better but its no more sanctimonious bollocks as apples “think different” campaign and that helped cement an attitudinal change on a mass scale.

for the audience this ad is obviously aimed at, i think it might change how they think, the other more graphic and solemn stuff hasnt worked and lets not forget we all worked out it was an ad for bike safety so its not that fucking ambiguous.

sure i would have made it less of a gimmick and more emotionally based but to say its all shit is shortsighted especially as the “insight” is up front and centre in the work and has led to a new and interesting direction however bad the execution is.

how is it im defending a spot i dont like very much? fucking planners bring it out of me every fucking time 🙂

Comment by andy@cynic

i know which ad you were talking about billy and youre right. all might not be lost on you yet 🙂

Comment by andy@cynic

I prefer ‘prosaic’ Andy.
Er… it says ‘look out for cyclists’ at the end of the ad, so it wasn’t that difficult a leap. I’m all for finding different ways of getting the message across – I just think the idea is too abstract for most people to really relate to it when they get behind the wheel the next day. They’ll be too busy looking out for moonwalking monkeys to think about cyclists.

Comment by lofty

PS I like the Cadbury’s gorilla…

Comment by lofty

how can you say this is sanctamonious shit with little relevance to the issue and then say gorilla is good when its the most ambiguous justification since bush went into iraq.

ill understand women before i understand planners. planners, the women of advertising. oh i like that.

Comment by andy@cynic


I agree with Andy on almost every point he raises – maybe he drugged me when I wasn’t looking, surely that’s the only explanation?

And nice to see Marcus and Lofty having alternate opinions – of course they’re wrong [ 🙂 ] but it’s nice all the same, ha!

Comment by Rob

Leave a Reply