Sometimes the simplest ideas make the most effective statements. This is especially the case with the Embrace Life road safety commercial, launched as part of the Sussex Safer Roads Partnership in the UK.
The ad first aired in January this year and has since received over 9 million views on YouTube. More recently the ad was shown last night on ABC television program The Gruen Transfer. Background information about the production of the ad is available on the Alexander Commercials website.
Writer and director Dan Cox explains his thought process, “I wanted to create a visual metaphor addressing how a single decision in a person’s day can greatly influence both their own and their loved ones’ lives. Choosing to film the story inside the family living room represents the feelings many people equate with their own car, in that it represents a level of safety and protection from the ‘outer’ world. So to create the emotion of this dramatic moment, I wanted to tell the story using slow motion to allow the audience the time to be drawn into the film’s world and to let them connect with and project their own feelings onto the scenario playing out before them. I wanted to give the audience the time to breathe, to absorb our message and using slow motion was the right technique to allow this to happen.”
You can see the commercial below—it’s a poignant safety reminder that delivers its message with a positive message, rather than demonising the audience.
For me, the strong emotional pull of the ad made me consider other aspects of road safety and driver attitude. I’d love to hear your thoughts as well.
