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Aviva’s latest Safe Driving effort is lost in the headlights

Insurer Aviva is continuing its Drive Safer campaign with this online film featuring three Wasps rugby players attempting to deal with the distractions of a ringing phone while negotiating various hazards in virtual reality headsets.

Fine, good idea.

But what on earth has happened in production? Aviva is (officially anyway) with adam&eveDDB so the least you expect is a slick production.

This, though, is in-house with production agency Zone with sports marketing agency Synergy and it’s truly atrocious. Are they trying to mimic the confusion of distracted driving with the video equivalent of fog?

In this case money saved is money wasted.

MAA creative scale: 1.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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