An afterlife Steve Jobs appears in new driving awareness ad


Steve Jobs
Steve Jobs as he appears in the new ad.
Photo: Transport Accident Commission

Whether it’s as the subject of a rap t-shirt or a manga comic book, the likeness of Steve Jobs pops up in some pretty unusual places.

The latest? As a blink-and-you’ll-miss-it “cameo” in an Australian ad aimed at reducing car accidents as a result of texting behind the wheel. The ad depicts Jobs, alongside the likes of John Lennon and Shakespeare, in a discussion set in the afterlife. Seriously.

The 90-second “Afterlife Bar” ad launched at the Melbourne International Film Festival. It’s part of a new initiative by Australia’s Transport Accident Commission to crack down on texting-while-driving.

“Young drivers are notoriously difficult to reach,” said Meg Jacobs, senior engagement officer for the Transport Accident Commission. “Our aim with this film is to create a relatable message that will cut through.”

The ad depicts a bar scene, in which famous historical figures discuss how they died. Despite dying prematurely, all these figures made a major impact on the world before doing so. This is contrasted with a young driver whose “death by text” story brings the conversation to a screeching halt.

Steve Jobs still resonates

One thing that strikes me as interesting about the ad is how, despite being aimed at a younger demographic, its inclusion of Steve Jobs shows how he continues to resonate with young people. That’s despite the fact that people learning to drive this year will have in grade school when Jobs passed away in 2011.

For what it’s worth, Apple has done its bit to try and prevent texting behind the wheel. With iOS 11, Apple introduced its “Do Not Disturb While Driving” feature. This mutes incoming calls, texts, and notifications while a person is driving in order to reduce accident-causing distractions.

Source: Branding in Asia