Spielberg's E.T. To Become Newest Driving Safety Ambassador

In an effort to raise awareness and emphasize the importance of safe driving, E.T. The Extra-Terrestrial will be featured as an ambassador of safety as part of "Buckle-Up-America," announced today by Universal Studios, Amblin Entertainment and Progressive Insurance.

The campaign represents a unique partnership and commitment among these three companies to raising national awareness of safe driving issues. E.T. and Progressive will support the Federal Administration's "Buckle-Up-America" program, in response to President Clinton's initiative to improve driving safety on America's roadways. The project is being announced the week between Christmas and New Year's, a time of year when safe driving is of heightened concern.

According to the National Highway Traffic Safety Administration, the immediate goal is to increase the current rate of national seat belt usage from 68% to 90% by the year 2005. This improvement in usage could prevent over 5,500 deaths, 133,000 injuries annually. There were 42,000 fatalities on American roads last year and 3.5 million injuries.

"E.T. holds a special place in so many hearts," commented Steven Spielberg. "I'm extremely pleased that the values symbolized by E.T. will be used to aid and address the issues of safe driving."

As part of the program, a new and unique graphic icon featuring E.T. has been conceived and designed by Arnell Group. This new icon will be used to educate and raise public awareness on driving safety issues. Progressive-funded PSA messages will feature the new E.T. driving safety icon, and will begin airing in January 1999. These PSAs will remind viewers to buckle up and will also reinforce awareness of other important driving problems such as drinking and driving and road rage.

"We have been looking for innovative ways to bring E.T. to new generations of fans and feel that we've found the right partner in Progressive Insurance. They share our commitment for utilizing E.T. in an effort to make a positive statement on safety," commented Brad Globe, head of marketing for Amblin Entertainment.

Bob McMillan, marketing director of Progressive, said, "E.T. represents an ideal champion for Progressive Insurance. We are committed to participate in what we hope will be one of the most effective and innovative safety programs ever created."

The initial launch of the "Buckle Up" program will also include a television campaign that leads up to and includes Super Bowl XXXIII. Details of the broadcast plan and campaign will be announced in January.