Road Safety Video ‘Embrace Life’ Wins An AwardJune 25, 2010
In an age where might is right, loudness is king and money doesn’t just talk, but screams, it’s nice to know that sometimes being smaller, quieter and softer can reap rewards. A road safety commercial, made by the Sussex Road Safety Partnership in the UK for the grand sum of – read it, ladies and gentlemen – £47,000, won a Gold World Medal at the New York Festival International Advertising Awards. It beat 120 other commercials from such large companies as Nike, VW and Chanel. It also happens to have 10 million hits on YouTube and counting.
This 90-second feature set in slow motion to piano music shows a father in his living room acting out a car crash. His wife and daughter run to him and use their arms to hold him like a human seatbelt to save him.
It has touched a nerve with many people, moving some to tears. It has also made people think seriously about buckling up, more so than the usual hard hitting ‘no seatbelt, certain death’ approach, which is how we usually do it here in the UK. The emphasis was on positive messaging and imagery. Using the family to drive home the message was going to affect almost everyone, because almost all of us have family in one form or another. According to the Metro, The UN and the US military(?) plan to buy the ad and use it to help train recruits. It’s a (low budget) gift that just keeps on giving.
Here’s the commercial. This is why it won the award.