Remember Drivers Ed? For me this painfully dull ordeal was taught by the high school’s shop teacher. A scrawny, mousey guy who was willing to sacrifice his life for the few extra bucks the school paid.
When we weren’t driving we were listening to Mr. Sawday drone on about the dangers of drinking and driving. I needed a drink after suffering through one of his monotone harangues.
Recognizing the hurdle it faces to encourage people to reconsider driver’s training BMW of North America is launching a fun print and online pitch to encourage people to try out its Performance Driving School in Spartanburg, South Carolina.
This online academy features a shady bunch that might resemble the dull bunch who taught us all how to drive. The campaign shows drivers that it’s time to take a look at how driving techniques have changed since we first got behind the wheel. Of course, I didn’t learn to drive on a track behind the wheel of a BMW either. I think it was Dodge sedan in the parking lot of my high school.
To provide a rationale for this appeal to Drivers Ed BMW has launched its RelearnToDrive.com website. The site features videos of nine characters that depict how people were taught to drive in the past. We hear some unusual views on driving expressed by different characters including, “Don’t be afraid to bump, that’s why they’re called bumpers.”
Once at the site you can send email postcards, with video, to a friend and let them know what driving skills you think they need to improve.
Look for ads that will appear in the August issues of Roundel, Autoweek and Road and Track, as well as in print and online versions of The Onion.
As one of the characters says, “Don’t’ be skeered. Grind it till ya find it.”
For More information:
www.relearntodrive.com
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