Agency Network: 
September 2010

Print advertisment created by BBDO, Thailand for ThaiHealth, within the category: Public Interest, NGO.

Sleepiness is stronger than you.
Don't Drive Sleepy Project

Advertising Agnency: BBDO Bangkok, Thailand
Chief Creative Officer: Suthisak Sucharittanonta
Executive Creative Director: Subun Khow, Vasan Wangpaitoon
Creative Director: Taewit Jariyanukulpun
Copywriter: Pattarapong Lapjarupong
Art Director: Nirun Sommalardpun
Photographers: Aunchai Secharunputong, Nok Pipattungkul
Illustrators: Ploy Lumthong, Tharect Kangkrich

Comments (51)

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Guest's picture

So if you've narrow, slit eyes, you're a more dangerous driver? :D

Hope this politically incorrect joke passes muster with you, Ivan.

About the ad, good idea. But a scam ad (campaign) for sure. Plus, one thing done 3 times is not a campaign.

ivan's picture

No, if you're sleepy this is how anyone's eyes look like. Political correctness is overrated. Physical appearance is not something to judge people by, it's also nothing to be ashamed of or be polite about. It's a non-issue.

Marlus Lau's picture
Marlus Lau
Activity Score 1808

Ivan is right. Actually, the eye is closing. Interesting piece.

Guest's picture

Try understanding the idea before criticizing it. Your comment was so primarily wrong that it makes me wonder why people with your level of intelligence are simply not afraid of commenting here... Well, maybe because you don't think about this either.

andyStock's picture
Activity Score 666

Plus, this ad is from Thailand, which is why they have used a Thai model for the ad.

It is a good ad and it would work no matter what race the model was - caucasian, asian, aborigine, native american - we all shut our eyes when we go to sleep!

smartar's picture
Activity Score 54

@ guest: really? is that the first thing that comes to your mind when you see this ad? this is brilliant!! am sure you've never come up with an idea half as good as this one!

Guest's picture

I clearly said "It's a good idea".

jay_ad_dictate's picture
Activity Score 81

When I see such ads, I feel so proud to be in Advertising! The copy could have been better, but none-the less, this is Awesome!!!

Zoooooooooooooooom..............................*thapaaak* OWWW!! I cannot pass through walls!!!! Now bring that person who says this world is an illusion!! :X :P

esteb's picture
Activity Score 673

I have only one word: MASTERPIECE!

Billoughsby's picture
Activity Score 5144

Ya know, if you turn this ad sideways, it looks just like a vagina.

That's it.

atb2005's picture
Activity Score 13557

Haha. I love your posts!

Guest's picture

i dont know whos vagina you have been looking at

Guest's picture

Or who's vagina has been looking at you!

Guest's picture

So this is a campaign that warns about the hazards of putting up billboards that feature naked women!

IIRC, a few years ago, in some European country, sexy billboards were removed for this very reason.

Guest's picture

reading your comment in which you stated one of the most widespread stereotypical ideas in advertising makes YOU totally unimaginable and boring.
I honestly hope you're not creative. you'd be losing your agency some big money.

Guest's picture


Guest's picture

So you shouldn't drive and blink either? This idea need more thought.

silvi's picture
Activity Score 4172

jajaja, the comments make me laugh. You are funny, guys.
Now, i think this is a really excellent concept. The best of the week, if you ask me.

Pablo Allende's picture
Pablo Allende
Activity Score 66

Great. I think would be better lass retougth.

Hibon's picture
Activity Score 3734

Very nice.... 8/10

Simple ideas are the best !

thedesignaddict's picture
Activity Score 5403

I can see why 'ad people' think it's clever, but it's WAY too 'heady' for your average person.

Guest's picture

Very bizarre art. The illustration is bad. I don't like.

Guest's picture

I don't think this campagne deserves 8-9.
A bit forced and you know, people blink often.

Guest's picture

one thing u guys never notice
once the eye is shut, Does the car really gona hit the people??
car stops if u close ur eye and tn u can save many lives while closing ur eyes
what abt that??
i believe what i c

Reality Check's picture
Reality Check
Activity Score 2539

If you want to see advertising that will cause you to lose sleep, skip meals, miss deadlines and cancel romantic rendezvous, this is the advertising.

AssassinX's picture
Activity Score 1329

Love this one !

The message is so clear, direct and strong

Guest's picture

but do the car really hitting THE PEOPLE??

Guest's picture

this is absolutely great ad.

Roger Keynes's picture
Roger Keynes
Activity Score 5498

Cannes, all over it.

The Jobless Writer
Will Think for Salary

MT's picture
Activity Score 14

BRILLANT idea!!!!!!

Guest's picture

every time you blink, a child dies.

Guest's picture

Too forced. And sleepiness is stronger than his what? Will to stay awake? Sloppy headline, sloppy idea.

It seems too easy to please the peons in here.

jinfan102's picture
Activity Score 160

I guess you've never experienced "unable to keep my eyes open" kind of sleepiness?!
Sleepiness is STRONGER. It's even stronger than a cup of coffee.

Jotacef's picture
Activity Score 219


Guest's picture

OK, this is a brilliant idea, no, the car won't hit the childrens litteraly, but you understand the thaught with the illustration! Also the eye is tired, you don't look like that when you blink your eye...

trism's picture
Activity Score 24


Guest's picture

We understand the thought in the execution. But...not only is the line bad, so is the execution. Seriously, drawing a car people on a persons couldn't be more contrived.

Knowing the meat-heads at Cannes this will probably gold.

shereefku's picture
Activity Score 16

it is nice ...
Good concept
Good illustration

Dzsoi's picture
Activity Score 8532

You will hate me so much for saying this....

Very creative idea, still I am not sure it will be effective.
Ppl will think that this is very clever & cool, but a social awareness ad
shouldn't make people focus on the wittiness of the ad over the message. IMHO.

But the copy is really bad, objectively. Has nothing to do with the visual.
"No sweet dreams while driving" or just "Don't sleep and drive" or something.

Guest's picture


ANDRECHE's picture
Activity Score 56


Shingo's picture
Activity Score 408

brilliant idea, like it

Girlfireice's picture
Activity Score 254

Nice campaign!

Amish's picture
Activity Score 61

just ok

Guest's picture

Done and won around 5 years back.

shinnsei's picture
Activity Score 39

unfortunately, not many thai people saw this campaign...
most of them were published in traveling magazine and english magazine
only a few were on billboards and thai version in some magazines

according to statistic in thailand since 2008 - the number of ppl who died because of sleepiness while driving are increasing every year, and it was more than drunk driving!
there're lot of news that sleepiness driver hit pedestrian and even hit into a house...
that's why thailand has to promote this campaign.

and i had experience it myself... really scary...
if i closed my eyes for another few seconds, something terrible might happened.

@Dzsoi couldn't agree more!
the copy should be better than this one.

narahyanfong's picture
Activity Score 30

very nice, good art direction!

baraguzzy's picture
Activity Score 75


baraguzzy's picture
Activity Score 75