The basic idea behind this ad is to encourage people to not try and teach people via phone who they know are driving as it’s dangerous for the driver. The message says “Don’t talk while she drives”.
Effective elements:
- The message says “Don’t talk while she drives”. The fact the the person he is talking to is a female might suggest that it may be his wife or at least a loved one, which makes the viewer think about the loved ones in their life. This has a strong appeal to pathos.
- The blood splatter is also very effective. It is fairly graphic, it catches the eye, and it forces the viewer to really think about what it would be like to have a loved one die or be injured in a car accident. It doesn’t sugar-coat the situation in the slightest.
- The fact that the blood is splattering through the phone also forces people to think about how harmful a tragedy like this is to all those involved, not just the actual driver.
- This particular ad also takes a different approach than many other ads which try to dissuade people from using phones while driving. Rather than being directed at drivers themselves, this is directed at everyone who contacts people who are driving and forces them to think about the risk they might be putting those people in.