TomTom, Europe’s leading location technology company, is making a return to the consumer market with the launch of its new driving assistant, Tom by TomTom. The product is accompanied by a bold integrated campaign titled “Good Drivers Only”, developed in collaboration with Preacher Amsterdam and directed by Sjors Baarveld. The campaign is currently being rolled out across the United Kingdom, Germany, Italy, France and the Netherlands.
Tom by TomTom is a compact, screenless road alert assistant that pairs with the TomTom app to deliver precise notifications on traffic conditions, speed cameras and road incidents. After several years of focusing on embedded navigation solutions for vehicle manufacturers and tools tailored to professional drivers, TomTom is now targeting everyday drivers directly — positioning itself once again as a trusted companion on the road.
“We chose to work with Preacher because they’re bringing fresh creative energy to the market,” explained Tayla Drew, head of consumer marketing at TomTom. “This launch demonstrates the power of collaborating with partners who challenge conventional thinking.”
The “Good Drivers Only” platform promotes not only the new device but also a community-oriented mindset. The campaign’s flagship spot, “More Tom,” imagines a humorous world overtaken by Tom-mania — from babies and couples to coffee shop baristas. It is supported by a series of digital films titled Jam, Buzz and Snap, which contrast the chaos of everyday driving with the calm and clarity provided by Tom by TomTom. A final social video, “Thank You, Birds,” humorously acknowledges the days when drivers relied on birds as warnings for speed cameras — a job now taken over by the device.
“At its core, this is TomTom’s return to the lives of everyday drivers,” said Gaia Rossetti, managing director of Preacher Amsterdam. “We focused on being simple, playful and human — reflecting the brand’s personality while cutting through distraction, just like the product itself.”
Tom by TomTom is designed to minimize distractions behind the wheel. With no screen and no voice prompts, the device communicates via LED signals and gentle sound alerts, allowing drivers to stay attentive to the road while remaining informed. Paired with the new TomTom app, it forms a complete navigation and safety solution — one that prioritizes confidence, calm and better driving habits.
