James R | On 16, May 2016

Tinchy Strider and The Chuckle Brothers are teaming up with All 4 for a new celebrity driving series.

Driven to Distraction, which has been developed by Channel 4 in conjunction with Aviva, is designed to help make Britain’s roads safer.

The shorts, available from today, feature celebrities surprising members of the public in a prank ‘road trip’ format. Each episode demonstrates a different driving hazard – from texting while driving to road rage and eating on the move – to demonstrate the dangers of being distracted behind the wheel.

Other personalities appearing in the shorts include Martin Kemp, Radio 1’s Chris Stark and former Pussycat Doll Ashley Roberts. Each of the celebrities get behind the wheel to pick up an unsuspecting member of the public who has put themselves forward to take part in what they believe is a TV interview show.

The celebrity chauffeur displays unsafe driving habits all intended to provoke a passenger reaction. Unbeknown to the passenger, the vehicle is being driven on a track, controlled by a stuntman in a specially constructed pod attached to the roof, while the celebrity receives instructions from a hidden ear piece.

Aviva’s high profile safer driving campaign launched in December 2015 and has combined TV advertising, outdoor advertising, social media and radio promotions. The broadcaster, meanwhile, has regularly used its digital platform to produce short-form content with commercial partners.

Lindsay Forster, UK & Ireland Customer Marketing Director for Aviva, says: “Our research shows that four out of five people* admit to getting distracted while driving from time to time. Whether it’s children playing up in the back of the car, or trying to multitask by texting or eating at the wheel, there are a multitude of things which can take people’s minds off the crucial task of being a safe driver.

“Our collaboration with Channel 4 is designed to show just how dangerous these habits can be, and while the films are entertaining, there’s a very serious message behind them.”

Driven to Distraction in association with Aviva is available to watch on All 4 at www.channel4.com/shorts

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