I saw it for the first time on a show here in Australia, and I was seriously impressed by the realisation of such ad,but moreover from the power that was coming out of the screen!
The slowmotion, the family watching, the happy moment, the background music... everything looks perfect, as it is a normal day driving out in the country-side...
the only difference?
they are all sitting in the leaving room!
At the beginning is hard to understand what's happening...
Why is he sitting on a chair and not in a car, we are talking about road safety, right???
And then, in one moment everything becomes clear... the husband's face seems scared, something is happening, the daughter and wife more scared than him run and "embrace" him...
and then.... the impact!!!
but he is safe... his wife and daughter saved him from the crash and possible death!
(Thanks to Alexander Commercial)
This Ad was prepared for Sussex Roads Authority in UK, in order to move the public opinion in regards to a topic that for many years had seen too many victims.
The strong point of this ad, in my opinion, is the environment in which is set, the household, the warmth that we can feel in the first moment of the ad is incredible, the music helps us getting in to the mood of safety and happiness, and then the worst happens...
The key point of this ad, as stated in AdverToLog, is the presence of the daughter and her pivotal role in saving her dad. The Advertising company felt that having children in the Ad would have increased clearly the awareness towards families, and how parents should educate them in regards of road safety; but also how children have an important role as opinion formers in their family.
One of the other greatest point of this ad is the non-language style... no words, only images that can touch everybody around the world, and give everybody the same feeling...
Embrace your life... fasten your seat belt
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