The Road Safety Authority has launched a new campaign to promote the use of seat-belts while driving.
The campaign- which was created by BBDO Dublin- targets young men who do not fear the physical consequences of not wearing a seatbelt because no matter how dangerous the odds may actually be, they do not believe that something fatal will ever happen to them.
The ad explores, in a very fast cut dream sequences, all of his fears – intimidation, emasculation, judgement, exclusion, and finally the viewer is taken through a dream sequence of the potential physical consequences of not wearing a seatbelt, as his friend is thrust forward, as though in a lethal head-first crash. We then see how a normal friend really reacts to being asked to wear their seatbelt – so simple, no big deal – “sure, no problem”, and he puts his seatbelt on.
Clayton Homer – Art Director
Dillon Elliott – Copywriter
Ken Kerr – Account Director
Lara Walsh – Senior Account Manager
Daniel Harnett – Account Executive
Elaine Gillespie – Planner
Andrew Counihan – Producer
Dylan Cotter – Executive Creative Director
Red Rage Films
Lena Beug – Director
Paul Holmes – Producer
Kip Bogdahn – DOP
Screen Scene – Post Production
Jake Walshe – Editor
Mcassa Music Production – Sound and Music