I was recently reminded of this effectively simple advert which tugs at the heartstrings of car drivers.
This advert still has the same emotive impact on me since I saw it in February 2010. Instead of portraying the misery and tragic nature of road accidents it plays on the otherwise suffering relations of the would-be victim.
Written/Directed by Daniel Cox and produced by Sarah Alexander, the advert was commissioned by Sussex Safer Roads Partnership. Intended as a viral campaign, the 1m 29sec clip has notched up an impressive 13+ million viewers where its lack of dialogue meant it can be understood all over the world:
A key element to bringing the global audience into the road safety conversation was to create the film without using dialogue and use visual storytelling techniques combined with a haunting and beautiful score.
Cleverly Cox involves standby watchers to play a role in the safety of loved ones. The scene could have easily had the mother and daughter witness their dad crashing before their eyes creating a harrowing vision for them and the internet audience, but this way shares the responsibility of ‘embracing life’ with the family.
The second of the series focuses on Motorbike Safety, again approaching the issue in a similar novel fashion:
Just released on the 26th May 2011, the clip has received 28,000 viewers in the four days it has been on YouTube.
The message isn’t as dramatic as its predecessor but continues the parent/child relationship tactic to encourage safety on roads. Although the communication wasn’t the clearest, Alexander makes a touching connection with childhood fantasies and how daddy is the hero in every son’s eyes.
Only time will tell if “Stay a hero” advert will receive the high accolades and achievements as “Embrace Life”.