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Bed, 3

Published/Aired: 
February 2008
 Bed, 3

Description

Caption

Sleep before you drive.

Advertising Agency: Clemenger BBDO Wellington, New Zealand
Executive Creative Director: Philip Andrew
Creative Director: Mark Harricks
Art Directors / Copywriters: Mark Harricks, Paul Nagy, Paul Young, Brigid Alkema
Retoucher: Geoff Francis
Photographer: Mat Blamires
Suit: Sean Keaney
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Highest Rated

Jet Propulsion Lab's picture

It's a very clever "technique" to replace the car for a bed.

The "insight" here is that too many drivers on the road don't take sleeping behind the wheel seriously enough to prevent it. They KNOW they're tired and drifting off and are on auto-pilot, but they just can't make a conscious desicion to pull over and rest even for a little while.

Hope that helps.

Jet Propulsion Lab
Activity Score 10679
Copywriter
jazarah's picture

interesting

jazarah
Activity Score 1262
everartz's picture

do people suffer insomnia in new zealand? :D
--
Everartz

everartz
Activity Score 7613
Art Director |

| everartz |

chino65's picture

Fall asleep and you can die on the road. Nice.

chino65
Activity Score 326
wildbore's picture

nice!

wildbore
Activity Score 749
Creative Director at - - -
LeeHarvey's picture

Wow, very impactful insight AND photography. Good job fellas

LeeHarvey
Activity Score 3045
Creative Director
shaft_drive's picture

how much horsepower is that bed? does it have a turbo?

shaft_drive
Activity Score 273
Creative Director
klaussnow's picture

depends on the brand name, i'd shoot for a Sealy just to be safe.

klaussnow
Activity Score 1645
Art Director |

... its already been done...

talay's picture

wow !!

talay
Activity Score 266
mgemini creative works / istanbul
jamesrothenburg's picture

Great execution.

jamesrothenburg
Activity Score 554
Art Director
cristaleye's picture

nice very very nice!!!! art direction and concept GOOD!!!

cristaleye
Activity Score 36
art director
chikirom's picture

yeah!! sometimes car is a dangerous bed!

chikirom
Activity Score 133
Creative Director |

Chikirom

Zeus's picture

I love it....

Zeus
Activity Score 906
somewhere
monicamexico's picture

Doesn't make sense. You've only aimed for shock value here.

monicamexico
Activity Score 830
LeeHarvey's picture

You missed the point completely, monicamexico. It's a very clever insight to replace the car for a bed. Execution is good too.

LeeHarvey
Activity Score 3045
Creative Director
Jet Propulsion Lab's picture

It's a very clever "technique" to replace the car for a bed.

The "insight" here is that too many drivers on the road don't take sleeping behind the wheel seriously enough to prevent it. They KNOW they're tired and drifting off and are on auto-pilot, but they just can't make a conscious desicion to pull over and rest even for a little while.

Hope that helps.

Jet Propulsion Lab
Activity Score 10679
Copywriter
LeeHarvey's picture

You're DAMN right JPL, thx

LeeHarvey
Activity Score 3045
Creative Director
daniel_glezmilan's picture

www.danielglezmilan.blogspot.com

I think is a really cool metaphor, a different way yo explain this drive save thing.

Good work.

daniel_glezmilan
Activity Score 284
Copywriter at http://danielglezmilan.blogspot.com/ |

www.danielglezmilan.blogspot.com

teenie's picture

New Zealand has one of the world's worst car-crash rates. That said, I don't get a lot of impact (pun--sorry!) from a totalled bed. I'd have preferred something more subtle, like a crashed car with a baby-on-board sign that says "ZZZZ" or something. The bed metaphor is just too over the top.

teenie
Activity Score 1894
Copywriter
ming the merciless's picture

...and your ad wouldn't be up here on this website getting any praise.

These are really nice ads.

ming the merciless
Activity Score 190
Copywriter
klaussnow's picture

I totally want one of those beds!! YIPEEEEEEEEEEEEEEEE!

klaussnow
Activity Score 1645
Art Director |

... its already been done...

nC's picture

nC
Impact-ful and straight to the point. good relation with the tag

nC
Activity Score 50
Graphic Designer / HKIVE |

nC

Torenaga's picture

This is a great work!!!!

Torenaga
Activity Score 140
Copywriter
Whitefang's picture

I know it's meant to shock but these make me laugh for some reason, doesn't really make me hard, not even a semi.

Whitefang
Activity Score 509
eddietanhk's picture

nice 1

eddietanhk
Activity Score 64
Graphic Designer at Junior designer
eddietanhk's picture

nice 1

eddietanhk
Activity Score 64
Graphic Designer at Junior designer
laurinha's picture

something i dont get...was he backing the car?

nice one anyway

laurinha
Activity Score 4
freelancing in milan
deadthevideo's picture

I've seen more visually striking ads, most notably a Land Transport New Zealand safety belt print advert showing a guy with cuts and bruises in a hospital corridor and his mate on a slab with his head pulverised but it has to be said that the portrayal of a bed as a car is a good idea. It remains to be seen if knucklehead motorists wake up (no pun intended) to its message.

deadthevideo
Activity Score 6
claudeclauding's picture

If your car is your bed, you´ll die. Great. Very good execution.

claudeclauding
Activity Score 10
Copywriter at Freelance.
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