WORK: New cycle safety campaign from Think!

The latest ad from Think! – the UK Department of Transport’s ongoing road safety campaign – aims to reduce the number of cyclists killed by HGVs at junctions. To illustrate the enormity of the collision in these instances, the spot features various scenarios that no-one should get caught in the middle of – including a grand piano and the pavement, two heavyweight boxers, and a celebrity and their fans. The ad ends with the line ‘Hang back’, a statement that has led to accusations of victim blaming from cyclists in response to the spot. Agency: AMV BBDO; Director: Tom Haines.