Autoglass turns its famous slogan into a road safety warning

Autoglass has launched an out-of-home campaign that uses cracked windscreens to expose the hidden dangers drivers may be ignoring.

Created by McCann Birmingham, the work gives a darker edge to the familiar “Autoglass repair, Autoglass replace” slogan.

Each execution is seen from the driver’s point of view, with a crack in the windscreen obscuring a child stepping into the road, a cyclist passing close by, or a mother crossing with a pushchair.

The message is direct: “Some things you can’t replace.”

The campaign is based on the insight that more than a third of UK drivers have experienced a cracked or chipped windscreen in the past year, yet many continue driving without getting it fixed.

Ian Rowlands, sales and marketing director for Autoglass UK, said the campaign is designed to show that fixing a chip or crack “could save a life”.

Adam Bodfish, executive creative director at McCann Birmingham, said the aim was to interrupt driver inertia, adding: “By taking a line everyone knows and changing what it asks of you, we’ve turned reassurance into responsibility.”

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