CHALLENGE

Drivers, especially males ages 20-49, admit that speeding doesn’t ultimately get them to their destination that much faster. Instead, they describe the payoff as more psychological: they express feeling more control, confidence and joy – like they’re “winning” – when speeding and navigating around slower traffic. Severe consequences like hospitalization and death weren’t resonating with this target. So what will? 

THE MOVE

Reality check, bro: speeding is a game you can’t win. This approach combined the look of blockbuster, speed-related video games with live action as a young male, picture-in-picture, presented a play-by-play of the story. We customized each spot, showing the real high-speed roads in each geographic market, and highlighted more relatable consequences that cost money, time – or worse.