Print ad for SUV Safety Multi State Working Group. "We were asked to develop a campaign to educate young men on safer diving practices in an SUV. Rather than try to scare them by telling them what could happen if they aren't careful, we challenged them to master the vehicle," said writer Peter Rosch. "Thereby appealing to their ego as the master of their environment. We did this by creating a beast that needed to be mastered: an esuvee."