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Australia is to release a new set of road safety commercials which aims to shame speeding males into slowing down. The creators say that the previously used graphic content commercials have not worked, believing that modern media has desensitised males to such images.

Given the crash statistics of young men it would be hard to argue against the phallic mentality of male speeding. However, whether a psychological campaign attacking the manhood of young male drivers will have any effect is unclear. Breaking the ubiquitous mix of speed and sex put forward by cool-factor films like The Fast and the Furious, Need for Speed gaming titles, and car magazines will be difficult.