Last but not least: buckle up
«Drivers who don't wear seat belts are usually young, immature, and inexperienced,» Leo Burnett Norway reasoned. "The movie 'Fast & Furious' is the perfect way to reach this target audience.".
The agency chose a special approach for its seatbelt campaign so as not to "confront young people in educational adult language" for once. It equipped all the seats in a movie theater with seat belts. During the opening credits of the movie "Fast & Furious", a red warning signal flashes and the audience is asked to fasten their seat belts. The movie will not start before then. The message, for once not in pedagogical adult language: you will only get what you want if you do what you are told.
It is not known whether the penetrating warning signal came on every time someone unbuckled their seatbelt. (sis)
