Tag: Cars

Anti-Speeding, Pro-Slow TV Ad

If Carlsberg did anti-speeding campaigns, they’d probably be a bit like this one from Western Australia.

Forget the tired old shock tactics of yesteryear. Instead of trying to browbeat or terrify people into driving more slowly by bombarding them with gory images of mangled corpses, bashed up cars and severed limbs, the Enjoy the Ride campaign puts the stress on all the benefits that flow from following the speed limit.

Fewer accidents, to be sure, but also: Less money spent on fuel. Fewer toxic emissions into the environment. A calmness that allows you to take in the scenery, listen to music or talk radio, chat to your passengers or just let your mind wander (not too much, obviously.) Your car becomes a Zen refuge rather than a torpedo of road rage.

In other words, Enjoy the Ride embeds the old discussion about speeding in a broader conversation about why slowing down can pay handsome benefits in every walk of life.

Very Slow.

I helped to front the campaign. Here is the ad that screened on Australian TV and went on to win awards.

Campaign for SLOW driving

In 2011, the government of Western Australia launched an ingenious new anti-speeding campaign that went on to win awards.

Forget the tired old shock tactics of yesteryear. Instead of trying to browbeat or terrify people into driving more slowly by bombarding them with gory images of mangled corpses, bashed up cars and severed limbs, the Enjoy the Ride campaign put the stress on all the benefits that flow from following the speed limit.

Fewer accidents, to be sure, but also: Less money spent on fuel. Fewer toxic emissions into the environment. A calmness that allows you to take in the scenery, listen to music or talk radio, chat to your passengers or just let your mind wander (not too much, obviously.) Your car becomes a Zen refuge rather than a torpedo of road rage.

In other words, Enjoy the Ride embeds the old discussion about speeding in a broader conversation about why slowing down can pay handsome benefits in every walk of life.

Very Slow.

I helped to front the campaign, and this is an interview I gave at the time.

The Best Anti-Speeding Campaign Ever?

If Carlsberg did anti-speeding campaigns, they’d probably be a bit like this one from Western Australia.

Forget the tired old shock tactics of yesteryear. Instead of trying to browbeat or terrify people into driving more slowly by bombarding them with gory images of mangled corpses, bashed up cars and severed limbs, the Enjoy the Ride campaign puts the stress on all the benefits that flow from following the speed limit.

Fewer accidents, to be sure, but also: Less money spent on fuel. Fewer toxic emissions into the environment. A calmness that allows you to take in the scenery, listen to music or talk radio, chat to your passengers or just let your mind wander (not too much, obviously.) Your car becomes a Zen refuge rather than a torpedo of road rage.

In other words, Enjoy the Ride embeds the old discussion about speeding in a broader conversation about why slowing down can pay handsome benefits in every walk of life.

Very Slow.

The campaign officially launches today. It is genius. (And I’m not just saying that because I went to Perth to front the campaign.)

Check it out HERE

Speed Demon

I have seen the future of the automobile – and it’s sleek, sexy and fast as hell. It’s also environmentally-friendly.

On Monday, I took part in the annual Eco-Rally from Brighton to London. It’s a showcase for the new technologies that are greening automobiles of all shapes and sizes.

On a day of wind and patchy sunshine, fifteen of us drove a convoy of state-of-the-art sedans, sports cars and vans from the south coast of England to City Hall beside Tower Bridge in London. Our vehicles were powered by everything from solar energy to electricity to vegetable oil – with petrol and diesel often playing a part, too (think hybrids). Many of the cars were built using green materials and methods.

What does all this have to do with Slow?

Quite a lot, actually. We have allowed traffic to blight our towns and cities. A central plank of the Slow revolution is to take back the streets from the automobile.

That means a lot less driving and a lot more walking, cycling, scootering, rollerblading, street football and parties, road hockey, etc. Building a strong public transport network should be a top priority for every politician. As should cutting carbon emissions.

When it comes to cars, less is more.

But let’s be honest: there will always be a need (not to mention a desire) for private automobiles that can shuttle us from A to B. The key then is to make these vehicles as green as possible. And that is were the Eco-Rally comes in.

On Monday, I drove the Lotus Eco Elise. It’s a zippy, no-nonsense roadster with an engine that growls like an irked lion. The interior is lined with hemp and eco-wool.

My passenger was the clever and rather beautiful founder of a green consultancy. So picture the scene: hot car, hot blonde, heading-for-middle-age me at the wheel.

I felt like I’d stumbled into someone’s mid-life crisis. Possibly my own.

But the highlight of the day was taking the Tesla for a spin. There is only one word for this car: Wow! It is totally electric and almost completely silent, which means zero air and noise pollution. It also looks like something James Bond would drive, neatly obliterating the old saw that eco-friendly means boring and worthy.

And did I mention that the Tesla is mind-blowingly quick? We’re talking 0-60 MPH in 3.9 seconds. I have never felt acceleration like it. This is the kind of G-force you experience in a souped-up supercar, or a jet fighter.

The Tesla is a breakthrough. Okay, it costs a small fortune. But it shows that we can build zero-emission cars without sacrificing style, performance or sex appeal. And already a cheaper four-door model is coming to market.

But what about all that speed?

As an advocate of Slow, I certainly felt a pang of guilt climbing into the Tesla. But I have to admit that the unease didn’t last long. After the first surge of acceleration, I was whooping like a teenager on a rollercoaster. It was a bit terrifying, but also hugely exhilarating.

Can drivers be trusted with that kind of power at their fingertips? Can I be trusted? I have my doubts.

Which probably means I should stop fantasizing about getting a Tesla for Christmas …

Going Dutch

I’m in Amsterdam now – one of my favourite cities. I love the art, the energy, the architecture, the sense of humour. Small wonder the Dutch capital has inspired legions of painters. Bathed in spring sunshine, the canals, flanked by rows of tall, narrow brick houses and willow trees swaying lazily in the breeze, are achingly beautiful. I always feel like I could happily live here.

Amsterdam could teach the rest of the world a thing or two about being a Slow city. It mixes the dynamism and swagger of a major metropolis with the approachability of a smaller town. Much of that comes from the way its citizens get around. Amsterdam is not in hock to the car. The streets are a buzzing ecosystem of trams, pedestrians and cyclists – and the car is kept firmly in its place.

It’s the cycling that really makes Amsterdam stand out. The city has dedicated paths and traffic lights for cyclists all over the place. The locals bike everywhere. You see businessmen in smart suits pedalling home from work. Or elegant women in high-heels cycling off to meet friends for lunch. Even bad weather doesn’t put them off.

If only the rest of the world would follow suit. Imagine if you could cycle round London or New York or Buenos Aires without fear of being squashed by a bus or an SUV.

No one in Amsterdam wears a cycling helmet, by the way. Apart from the tourists.