SEAT: Rock a bye baby
Rock a bye baby, driving non-stop.
When the night comes, tiredness will knock.
When your eyes close, asleep you will fall.
Goodbye to your life, passengers and all.
Rock a bye baby, I saw you again.
Trapped in the wreckage, I feel your pain.
When they pulled you out, there was no scream,
That was the last dream you ever did dream.
The SEAT Tiredness Recognition System. Hard to fall asleep to. Drive awake.
Radio campaign where we take famous lullabies and change the words to highlight the dangers of drifting off at the wheel and in doing so make the ad impossible to drift off to.
Advertising Agency: Grey, London, UK
Global Creative Director: Alejandro Arriagada
Creative Directors: Jason Bramley, Jonny Biggins
Art Director: Jason Bramley
Copywriter: Jonny Biggins
Sound Studio: BSO
Published: April 2013