Advertisement

Billboard employs reverse logic to make a point about texting and driving

image

[Think about it: Is that text really worth it?/YouTube]

An unusual billboard perched above Toronto’s busy Gardiner Expressway is raising eyebrows by quizzically encouraging motorists to text and drive.

At first glance, the highly provocative billboard seems to be a grim example of misguided advertising by the Wathan Funeral Home.

But upon closer inspection, it appears that this shocking ad campaign is actually looking to make a positive difference.

As Adweek reports, anyone angry enough to Google the Wathan Funeral Home will find a website, which fully admits the horrible nature of the ad.

In fact, the website also comes clean to readers that the funeral home doesn’t even exist in the first place.

“We’re just trying to get Canadians to stop texting and driving, which is projected to kill more people in Ontario this year than drinking and driving,” the statement reads.

The billboard is actually the brainchild of the John St. ad agency in Montreal, who partnered together with Cieslok Media to create a PSA about the dangers of texting behind the wheel.

“And while most people wouldn’t even think about drinking and driving, over half of Ontario drivers admit to reading texts while behind the wheel,” the statement continues.

The unconventional PSA may seem bit over the top to some, but those involved in the campaign say that’s the point. They want to make drivers actually consider what could happen if they become distracted behind the wheel.

“People see and hear ‘don’t text and drive’ almost every day, but the number of people doing it keeps going up and up,” said John St. managing director Mylene Savoie.

“So we wanted to think of a different way of saying it that would make people think about the real consequences.”