AFFIRM Develops New Candid-Camera Commercials with Donald Driver for Wisconsin DOT

(Pewaukee, Wis…May 11, 2016) For the eighth consecutive year, AFFIRM has developed all creative advertising for the Wisconsin Department of Transportation’s ZERO IN WISCONSIN highway safety campaign. Since 2009, Wisconsin Athletic Hall of Fame member and Green Bay football legend Donald Driver has been the campaign’s seat belt safety spokesperson. In 2015, AFFIRM produced a series of candid-camera style TV commercials at a Wisconsin gas station in which Driver played the role of the voice at the other end of the gas pump and quizzed people about their seat belt use. These commercials won the American Advertising Federation – Madison BEST OF SHOW Award at the 2016 ADDY Awards in February 2016. This year, AFFIRM revamped the idea to target a younger male audience using the same candid-camera style at Milwaukee barbershop, Gee’s Clippers. In both cases, people were unaware they were being questioned by Donald Driver until he revealed himself, resulting in an excited, surprise reaction every time.

As part of the national CLICK IT OR TICKET effort, these Wisconsin DOT commercials have been airing statewide on both TV and radio and can be seen at

“Our agency’s purpose is to effectively communicate to people how they can make their lives better,” said AFFIRM Principal – Marketing Director Danny Mager. “These new spots for CLICK IT OR TICKET are a perfect example of that purpose in action. They’re fun, compelling, and should help the Wisconsin DOT move towards its vision of zero preventable deaths on Wisconsin roadways.”

AFFIRM is a full-service marketing communications agency with headquarters in Pewaukee, Wisconsin. The agency serves local, regional and national clients in Business-to-Business and Consumer markets and has special expertise providing social marketing, transit, transportation and health benefits marketing and communications. For more information, call 262-650-9900, or visit


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