UK: Aviva and All 4 join forces with Tinchy Stryder and the Chuckle Brothers to promote safer driving

Aviva is driving forward its mission to make Britain’s roads safer with a series of video ‘shorts’ featuring household names such as Tinchy Stryder, The Chuckle Brothers and Made in Chelsea’s Louise Thompson.

  • Made In Chelsea’s Louise Thompson and Martin Kemp also star in All 4 shorts series. 

The four-minute films have been developed in conjunction with Channel 4 and will be shown on the All 4 site from today (Monday 16 May). 

The ‘Driven to Distraction’ series features celebrities surprising members of the public in a prank ‘road trip’ format, designed to inspire good thinking behind the wheel. Each of the shorts demonstrates a different driving hazard - from texting while driving, to road rage, to eating on the move - to show the dangers of a range of distractions. This is the latest in series of initiatives from Aviva to promote safer driving.

Other personalities involved in the shorts series 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 designed 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 .

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. Whether a driver or passenger, we’d encourage everyone to take a look at the films and think about if there are any steps they could take to help make Britain’s roads safer.”

Driven to Distraction in association with Aviva is available to watch on All 4 at

Drivers can also check how safely they drive by downloading the free Aviva Drive app which rates people’s driving in relation to their accelerating, braking and cornering styles and provides them with a personalised score out of 10. People scoring 7.1 and above can save an average of £150 on their car insurance with Aviva**.

Aviva’s high profile safer driving campaign launched in December 2015 and has successfully combined TV advertising, outdoor advertising, social media and radio promotions. It was the first initiative to be launched as part of Aviva’s new global brand strategy, Good Thinking.


Media enquiries :

Sarah Poulter: 01904 452828 / 07800 691569 /

Notes to editors:

 * Research conducted online by YouGov on behalf of Aviva between the 7th and 9th December 2015. The total sample size was 1,094 UK drivers. Percentages refer to motorists who admitted to distractions at some point while driving.

 ** Discount on first car per direct comprehensive policy. Depends on score and premium – minimum premium £200. 44% scoring 7.1+ could save an average of £150 (based on policies bought 1/10/14 to 30/9/15). Excludes optional extras. Compatible handset required. Data charges may apply.

About Aviva:

  • Aviva provides life insurance, general insurance, health insurance and asset management to 33 million customers, across 16 markets worldwide
  • In the UK we are the leading insurer serving one in every four households and have strong businesses in selected markets in Europe, Asia and Canada.
  • Our shares are listed on the London Stock Exchange and we are a member of the FTSE100 index. 
  • Aviva’s asset management business, Aviva Investors, provides asset management services to both Aviva and external clients, and currently manages over £289 billion in assets.
  • Aviva helps people save for the future and manage the risks of everyday life; we paid out £30.7 billion in benefits and claims in 2015.
  • By serving our customers well, we are building a business which is strong and sustainable, which our people are proud to work for, and which makes a positive contribution to society. 
  • The Aviva media centre at includes company information, images, and a news release archive. 
  • For an introduction to what we do and how we do it, please click here
  • For broadcast-standard video, please visit
  • Follow us on twitter :
  • For the latest corporate films from around our business, subscribe to our YouTube channel: 

Related news