How does this particular ad encourage drivers to wear their seat belts? LOVE and FAMILY of course!
Surprised? Expecting something perhaps a little more …. Gory? Well, the approach to many Public Service Announcement ads include graphic shots of horrific accidents and distraught families breaking down after the loss of their loved one, but in this successful campaign by Sussex Safer Roads there is not even a car in sight!
The ad instead focuses on love and the family, showing a Father saved from an accident by the Mother and Daughter’s “seatbelt of embrace”. The PSA not only highlights the positive outcome of wearing a seatbelt but also one of the most important reasons to wear one, for the sake of the ones you love. We think this ad is especially successful in breaking through to the male audience, who generally are more concerned for the safety of their family than that of themselves.
Daniel Cox, Embrace Life’s Writer/Director, further explained the concept of family in this campaign, “It was central to the development of the project that we root the concept of wearing a seat belt firmly in the family domain, and create the advert so that it could be viewed by anyone of any age. Children are so important as opinion formers within their family that we felt it imperative to have a child take a pivotal role in relaying our message.”
The elegantly shot simplicity and complete focus on the human element, make for a spine tingling ad, which you simply cannot take your eyes off. We think it earns 5 stars!
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