Getting people to drive in line with the rules of the road is a relentless task and ad agencies throughout the world keep coming up with new ways to deter people from thinking that disaster won’t happen to them.
Western Cape Government’s Department of Transport & Public Works has launched its second safe driving campaign for the year, through FCB Cape Town.
While the first campaign, for text driving, used humour to deliver its message, the new campaign for the Department’s Safely Home initiative, returns to the classic disaster scenario format.
The film, The Knock-On Effect, aims to show the extended effects of what happens when you slow down – or don’t. But first it shows you what happens when you exceed the speed limit by just 5kph, using slo-mo footage of accident victims’ family members being flung into the air as if hit by a car, even though they are nowhere near the scene of the accident.
The title, It won’t kill you to slow down, concludes the ad.
“Most motorists don’t realise what a big difference just 5kph can make in a crash,” said Mike Barnwell, executive creative director of FCB Cape Town.
The commercial was directed by Jason Fialkov of Egg Films.
Here is the story of the earlier campaign:
Creative Agency: FCB Cape Town
Executive creative director: Mike Barnwell
Creative directors: Dylan Davies & Alistair Morgan
Production company: Egg Films
Director: Jason Fialkov