Channel 4, Zenith and Aviva partner for All 4 original Shorts series

16 May 2016

Channel 4, in partnership with Aviva and Zenith UK, have commissioned a brand new advertiser funded original Shorts series. Driven to Distraction features celebrities surprising members of the public in a prank road trip format designed to inspire good thinking behind the wheel.

The likes of Martin Kemp, Tinchy Stryder, the Chuckle Brothers, Chris Stark and former Pussycat Doll Ashley Roberts each get behind the wheel to pick up an unsuspecting member of the public who has put themselves forward to take part in what they believe is a celebrity interview show.

The celebrity chauffeur will display unsafe driving habits - such as using a phone at the wheel, attempting to multi-task, or exhibiting a bout of road rage - all designed to provoke a passenger reaction. Unbeknownst to the passenger, the vehicle will be controlled by a stuntman in a specially constructed pod attached to the roof, whilst the celebrity receives instructions from a hidden ear piece.

Research undertaken via traffic psychologists and YouGov alike identified a number of poor driving habits and driver distractions, such as the ones displayed by the celebrity drivers, all of which are proven to have a serious effect on driving safety.

Driven to Distraction will run for six episodes and will be available on All 4 from 16th May. The series was commissioned by Jody Smith, Commissioning Editor, Multiplatform and Online Video and created and produced by Little Dot Studios.

The partnership was brokered by Michelle Halpin, Group Partnership Manager at Channel 4, as well as Bruce McGowan and Donia Dacey at Newcast, part of Zenith.

Simon Wells, Partnership Controller at Channel 4 said: “We are extremely proud of our All 4 original Shorts series’ and it’s been great to work with Aviva to create this entertaining and engaging content. All 4 is a great platform for Aviva to reach younger viewers and promote safer driving.”

Lindsay Forster, UK & Ireland Customer Marketing Director for Aviva said: “It’s a real challenge to get across such an important message in a light-hearted way, but the Shorts hit just the right note and we’re thrilled with how they have turned out. We know from our research just how easy it is to pick up bad habits while driving, but making our roads safer is good thinking for everyone. As well as entertaining viewers, we hope that the Shorts will prompt people to think about their behaviours on the road.”

Lucy Ogilvie, Strategy Lead at Zenith UK said: “We were thrilled when Channel 4 and Little Dot Studios came to us with such a brilliantly entertaining idea. Especially as the more people we get to truly engage with this series, the more they will rethink the bad habits they fall into when driving their own cars – and ultimately we’ll make the roads safer for everyone.”

The All 4 original Shorts are the latest initiative from Aviva to encourage safer driving and make Britain’s roads safer for everyone.

The high profile Aviva campaign launched in December 2015 and has successfully combined TV advertising, outdoor advertising, social media and radio promotions. It was the first initiative to be launched as part of Aviva’s new global brand strategy, Good Thinking.

Notes to Editors

Creative Credits
Production Company: Little Dot Studios

Director: Ian Curtis

Creative Director: Tom Hemsley

Executive Producer: Nick Cohen

Producers: Fleur Fekkes & Hal Arnold

Editor: Sam Norton

Special Vehicles: Bickers Action

Art Director: Abby Bowers

 

About Aviva

Aviva provides life insurance, general insurance, health insurance and asset management to 33 million customers, across 16 markets worldwide

In the UK we are the leading insurer serving one in every four households and have strong businesses in selected markets in Europe, Asia and Canada. Our shares are listed on the London Stock Exchange and we are a member of the FTSE100 index.  

Aviva’s asset management business, Aviva Investors, provides asset management services to both Aviva and external clients, and currently manages over £289 billion in assets.

Aviva helps people save for the future and manage the risks of everyday life; we paid out £30.7 billion in benefits and claims in 2015.

By serving our customers well, we are building a business which is strong and sustainable, which our people are proud to work for, and which makes a positive contribution to society.

The Aviva media centre at http://www.aviva.com/media/ includes company information, images, and a news release archive.

For an introduction to what we do and how we do it, please click here http://www.aviva.com/about-us/aviva/

For broadcast-standard video, please visit http://www.aviva.com/media/b-roll-library/

Follow us on twitter: www.twitter.com/avivaplc/

Follow us on LinkedIn: www.linkedin.com/company/aviva-plc

For the latest corporate films from around our business, subscribe to our YouTube channel: www.youtube.com/user/aviva

 

About Publicis Media

Publicis Media is one of the four solutions hubs of Publicis Groupe, alongside Publicis Communications, Publicis. Sapient and Publicis Healthcare. Led by Steve King, CEO, Publicis Media is powered by its four global brands, Starcom, Zenith, Mediavest | Spark and Optimedia | Blue 449, and supported by its digital-first, data-driven Global Practices which together deliver client value and business transformation. Publicis Media is committed to helping its clients navigate the modern media landscape and is present in more than 100 countries with over 13,500 employees worldwide.

About Little Dot Studios

Little Dot Studios is a next generation production company that works with broadcasters, publishers and commercial brands to create and distribute video content across digital platforms. We develop and produce original video for our own online channels, and work in partnership with broadcasters and brands to create award-winning platform-optimized content across video platforms and social media, including broadcaster VOD, YouTube, Hulu, Vessel, Facebook and Twitter. The company was founded in 2013 and has grown rapidly to a team of 65 people with offices in London and Los Angeles.