The Backseat Driver Experience

Agency: Åkestam Holst


All research shows that women are better drivers than men. They cause less traffic accidents and less traffic offenses. Despite the fact, there’s an image that women are bad drivers and a majority are therefore forced to listen to men acting like backseat drivers. They are giving annoying and irritating comments on how to drive. To help out, Audi Sweden created The Backseat Driver Experience – a GPS that women could use to let all men have a taste of their own medicine. By activating the app, the GPS analyzed the drivers’ actions and played all kind of annoying comments connected to them. Just like a typical male backseat driver.

This professional campaign titled 'The Backseat Driver Experience' was published in Sweden in February, 2018. It was created for the brand: Audi, by ad agency: Åkestam Holst. This Digital medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted over 5 years ago.


Advertising Agency: Åkestam Holst, Stockholm, Sweden
Production Company (Film) : Folke Film
Production Company (Digital): More Digital Studio
Director: Laerke Herthoni


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