Golley Slater Cardiff has launched a new hard-hitting campaign for the British Army highlighting the dangers of driving irresponsibly.

Colonel Chris Manning, the Army’s chief environment and safety officer, said: “The previous campaign had a tremendous impact on the psyche of British troops; 59 percent of troops said the ads would make them drive more carefully, whilst a staggering 29 percent said it would change the way they drive forever. 96 percent of the soldiers we spoke to were aware of at least one element of the campaign when prompted."

The latest communication also uses the ‘twice as likely’ statistic, but this time turns its attention to British soldiers based in Germany, and motorcycles.

The £600,000 campaign features two creative routes, although both carry the same endline - “Drive carefully. You’re tough but you’re not invincible”.

The ads were created by Golley Slater Cardiff's Paul Williams, David Abbott and Phil Hickes and were directed by Seb Edwards.