Typical Woman Driver

The phrase ‘Typical Woman Driver’ is used to degrade women and enforce a stereotype, so we decided to turn it on its head by showing a series of ‘typical woman drivers’. From paramedics to tank drivers, from quarry vehicle operatives to a woman who has spent much of her working life driving fire & rescue appliances.

The reaction to the opening statement was, as one might expect, negative, but the “twist” won the day and the commercial was made. It then goes on to promote and explain the benefits of the brand’s ‘Click2Drive’ digital offering.

Significantly, all the women involved in this advert are real with real stories, and casting was done without casting calls, videos or still pictures of the potential cast.