Waze appoints Other and concocts ‘traffic jam’ to spread on your toast

Campaign 19 Jul 2021 10:21

Other has been appointed by smartphone driving app Waze, with the agency's debut jam-themed advertising breaking ahead of school-holidays-induced congestion on the UK's roads.

Continuing to build on the navigation app's "Waze knows" platform, the work highlights Waze's real-time routing and road reports, which pinpoint where traffic jams are most likely to occur before they happen.

As part of the campaign, Other has produced an edible "traffic jam", made from berries that grow on the sides of Britain's "jammiest" roads, such as the M1.

Other has also produced work to support the launch, with out of home, 30-second radio spots by OMD and digital video by Abagada.

The outdoor work carries lines such as "When life gives you traffic, make traffic jam" and "Best served on toast. Not tarmac." Localised versions of the ads will also run to highlight traffic problems particular to the areas in which they appear.

The radio ads depict traffic dramas in a humorous way, with comedian, actor and writer Robert Webb providing the voiceover.

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AbagadaRobert WebbUKKyle HarmanBritain
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