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THINK! ‘Named Riders’ advert

Agency: AMV BBDO

Client: Department of Transport

AMV BBDO has created a new campaign for the Department for Transport, aiming to tackle the huge overrepresentation of motorcyclists in road casualties, by getting car drivers to think about the person behind the helmet.

The new £3.5 million “Named Riders” campaign is being supported by radio, online and outdoor activity and aims to remind drivers to think about the people riding motorcycles.

This is brought to life in the commercial by showing bikers with flashing neon signs attached to their motorcycles.

The signs show the riders names and describe personality traits such as “shy, retiring type” and “new dad”.

We then see traditional car and rider scenarios such as a car driver at a T-junction, about to pull out.  But he stops when he sees “Dave - new dad” coming along and waving as he passes by. 

In another scenario, we see Nick and Helen with an impressive giant heart travelling through a tunnel. Again, the car driver almost pulls out until he looks into his rear view mirror and sees the couple approaching with a sign that states they ‘met online’.

This campaign marks a new approach for THINK! after research showed drivers are more likely to notice motorcyclists on the roads if they personally know a biker.

The commercial’s endline urges people to not only think about bikes but about the people behind the bikes:  THINK BIKE. THINK BIKER .

The ‘THINK BIKE. THINK BIKER’ campaign will also appear across posters, radio, Facebook brand profile page and a THINK!  Youtube branded channel throughout the month of March.

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