In collaboration with a YouTube beautician, Volkswagen has released an awareness raising viral film warning women about the dangers of applying make-up while driving.
Perhaps surprisingly, the viral states that (according to the Telegraph newspaper) every year in the UK “500,000 women cause accidents because they are doing their make-up while they drive”.
Volkswagen decided to collaborate with one of the most popular internet make-up artists, Nikkie de Jager, in order to maximise the potential of reaching its target audience. Nikkie de Jager’s YouTube channel has received more than 28 million views for her tutorials on how to apply make-up.
The film starts out as a conventional make-up tutorial but then Nikkie is suddenly thrown forward in slow motion to simulate a road crash. The film ends with the message: “Please don’t make-up and drive”. Volkswagen says the film has received more than 100,000 views and 10,000 shares/retweets.
Click here to watch the video.