Lost in Translation? A Humorous International Driver Sleepiness Commercial Viewed by Australian Young Drivers

Young drivers have more control over the media they consume than previous generations. Humour is one strategy which may increase the likelihood of a video being watched and remembered. Commercials available on internet sites have a global audience. Ten young drivers were asked to view and discuss an international, humorous, animated driver sleepiness commercial that had more than 1 million YouTube views. Participants reported humour and animation to be video features which made inappropriate light of a serious topic. This negative reception was minimised if viewers were able to interpret actions of how to manage sleepiness from the video.