The new campaign that will be launched tomorrow, Friday, appeals, as always, to caution, but introduces another element: gastronomy. Advertisements on the occasion of Operation Christmas, which will last until January 5, ask drivers to drive as if they were carrying food in their vehicles to celebrate the holidays. Sources from the DGT have told EL PAÍS that this message seeks to change the pace with respect to the advertisements, with a much harsher tone, of the
The intention of the DGT is to transfer the spirit of kindness, solidarity and better behavior in general that is experienced during these Christmas days to the field of traffic and accident prevention. To this end, the awareness campaign is characterized “by a warm and friendly tone and focuses on transmitting this idea of behaving all year round as if we were at Christmas,” according to Tráfico. “And many misfortunes are being experienced, and now we need to convey a positive feeling, especially at this time. We hope you like it and that it is commented on among drivers in a special way,” say sources from the DGT.
On this occasion, the ads show a family driving out of their home garage. The driver and passengers go with the greatest alert, complying in detail with all traffic regulations and respecting the rest of the road users. At first, everything indicates that this attitude is due to their concern about driving in a civil manner and arriving safely at their destination. The surprise comes at the end of the advertisement, when it is discovered that what they really wanted to save is the Christmas roast that they have in the trunk and that they are going to share with the rest of their family and friends during the Christmas celebration.
According to sources from the DGT, the campaign seeks to reflect “the absurdity of taking care of driving for this reason” and wants to emphasize that the important thing is to “always circulate responsibly”, like that of other drivers and pedestrians. Traffic insists on the importance of respecting traffic rules throughout the year, but especially during these times when travel and lunches and dinners with family and friends increase. He also asks that this spirit of bringing out the best in everyone “continues throughout the year.”
With the slogan “always drive as if you were driving the main course of the Christmas meal” and the hashtag #DriveEsConvivir, the campaign can be seen and heard from December 13 to January 5 on television, radio, printed media, digital media, social networks, cinema and outdoors.
In addition, a specific page has also been created, in which, in a friendly way in line with the tone of the campaign, driving advice will be offered as if a cooking recipe were being prepared, drawing a parallel between the world of gastronomy and driving.
