Advert drives home road safety warning

A hard-hitting road safety ad depicting images of smashed up cars in the form of classified advertisements has been created for the Emirates Evening Post.

The ad, created by Partnership Advertising, depicts badly damaged cars that have been involved in accidents and lists their defects in the language usually used to describe the positive features of a car.

Underneath the descriptions are lines such as 'Total wreck, 'No survivors' and Severe casualties', with the tagline 'Hundreds of drivers won't be needing their cars anymore. Drive Safely'.

Newton Rebello, social account director at Partnership, said: "What we've done is portrayed a negative message in a very positive light. People are attuned to seeing classified car ads and receiving a message in a particular manner and when you use the same medium to portray a different message, it has been proven to be very effective."

Partnership created the ad for free but Rebello urged private companies to sponsor the ads as a matter of social responsibility.

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