For the next two week Skanska is running a series of radio advertisements in the southwest reminding motorists to take care of those working on the roads.
The 30-second spot tells the tale of a construction worker who was stacking cones on the back of a truck at 4am, when he was killed by a lorry driver who had fallen asleep at the wheel.
The narrative reveals that the victim was killed David, and points out that he is a brother, nephew, son, husband and, finally, “my daddy”. The advert concludes with a warning to “take extra care and help to keep our roadworkers safe”.
Skanska is responsible for maintaining the M4, M5, A303, A36, A46 and A40 in the west and southwest of England.