The 2020 holiday film by Clemenger BBDO Melbourne and The Transport Accident Commission (TAC) is shocking. Graphically shocking. It aims to shock its audience into realising that the highway police exist to keep people from safe on the roads and it shocks people into understanding how bad choices can lead to devastation.
The Lucky Ones Get Caught commercial is running on TV in 60- and 30-second version, supported in OH, social, print and radio.
TAC’s head of marketing and communications, Jo Whyte, commented, “Ads that bring the reality home of what happens when you’re not focused on driving can really make a difference in the choices people make on the roads.
“We know this year has been really tough on people and Victorians have done a great job of looking out for each other, so we want people to extend that care to their fellow road users and help make every journey a safe one this holiday season.”
Clemenger BBDO Melbourne executive creative director, Rich Williams, added, “After the year that we’ve had, it can be easy to get caught up in the celebrations and forget the importance of staying safe behind the wheel. Through this campaign, we wanted to reframe the role of being caught into what the reality of it often is – preventing serious trauma on the roads. We hope this encourages Victorians to take extra care on the roads this Christmas.”
Behind the campaign are the following facts, which are explained in campaign’s web page:
- Speed is a factor in approximately 30% of casualty crashes and males aged 26-39 are most likely to be detected speeding.
- Over 40% of deaths and 20% of serious injuries occur on high-speed rural roads, with run off road crashes particularly common, as seen in this campaign.
- Over the past five years in Victoria, approximately 18% of drivers and riders killed had illegal blood alcohol levels.
- Drivers and riders involved in distraction-related crashes may make up at least 11% of road fatalities.
- 31% of Victorians admitted to using a mobile phone illegally in the past three months.
Whether they’re conducting targeted road safety operations or just out on patrol Victoria Police are there every day working to keep us safe.
Credits
Client: TAC
Head of Marketing & Communications: Jo Whyte
Senior Manager Engagement: Megan Jacobs
Public Education Manager: Kimberley Milburn
Campaign Manager: Gemma Rabourn
Media Coordinator: Nardia Brancatisano
Creative Agency: Clemenger BBDO Melbourne
Production Company: Exit Films
Director: Glendyn Ivin
Producer: Alice Grant
Executive Producer: Leah Churchill-Brown
DOP & Cinematographer: Ari Wegner
Casting: Nick Hamon Casting
Editor: Graeme Pereira
Post-Production: ARC Edit
Sound House: Squeak E. Clean
Sound Engineer: Paul Le Couter
Media: Mediacom
