#DontJerkAndDrive Campaign Pulled

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The South Dakota Department of Public Safety has "pulled" its new public service campaign encouraging drivers not to "jerk" the steering wheel on icy roads.

The South Dakota Department of Public Safety have been forced to pull their new safety campaign after a number of people complained that the ad contained double entendres.

The public safety campaign, intended to raise awareness about the dangers of jerking the steering wheel on icy roads, played on the double meaning of the word "jerk," which can also be a euphemism for masturbation. Officials admitted that the double entendre was intentional. "The message is that we'd prefer drivers keep their cars out of the ditch and their minds out of the gutter," said Lee Axdahl, director of the office of Highway Safety.

According to one of the strategists at Lawrence & Schiller who developed the campaign the ads were intended for younger males who no doubt understood the message perfectly. The campaign and website featured such classic lines as "Think before you jerk," and "Jerking isn't a joke." Although the ad got yanked it managed to outperform previous public safety campaigns by 25 to 1 in just one week!

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Written By

Martyn Rosney

Working with Wilson Hartnell Dublin

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