King of the Road (1998)

Original run: 28th January - 1st March 1998 (re-released on Satellite in August)

Cost: £500,000

Length: 40 seconds

Released: Terrestrial, Satellite, Cinema, Video

Summary
The advert follows a similar theme to its predecessor. King of the Road follows the two Hedgehogs along a road. The little brother firstly gets distracted by a fallen Apple and almost falls foul to a passing car if not prevented from crossing by his older sibling. Soon after, the younger fails to learn his mistake and is once again distracted, this time by a Butterfly. Thankfully, he is stopped once again from crossing into the path of a car thanks to his older brother. However, this spot is safe once there are no cars passing, so the brothers cross the road. The advert ends with the younger brother once again distracted by the Butterfly with the slogan above: ‘Stop, Look, Listen, Live’.

Purpose
The animation and relationship of the two Hedgehog brothers proved popular during the previous years campaign. So is once again used for 1998.

Result
Spontaneous recall of the King of the Road advert was 68% with the recall of the main message of the advert improving slightly. In addition, 43% of parents were aware of the advert.