The world is full of shock tactic safe driving commercials. Ads that tried and tried, and yet people still take risks.

DDB Paris’ new campaign for French Road Safety has taken an entirely different approach. It reminds people of the wonderful things to live for. No road hazards, no drama, no brutal crash that makes you jump out of your seat, no fear and no guilt. Instead the campaign celebrates life.

Each print ad and every film is a small, intimate, cheerful moment: a man singing in his bath, a couple making love, a family playing a game… each slice of life expresses, in its own way, the happiness of being alive, and urges us to think twice before taking a risk on the road; to reconsider what really matters.

The films are directed by revered French movie director, Arnaud Desplechin, who used long takes to create immersive, poetic and authentic moments.

The campaign is running on TV, in press and in digital media.

Credits:

Client: Délégation à la sécurité routière
Client Management: Marie Gautier-Melleray

Agency: DDB Paris
Executive Creative Director: Alexander Kalchev
Creative Directors: Alexis Benbehe & Pierre Mathonat
Copywriter: Benoît Oulhen
Art Director: Mickael Jacquemin
Agency Producers: Corinne Persch & Gaëlle De Pompignan
Account Management: Vincent Léorat, Andéole Vu Dinh Ba & Romane Philippe
Planners: Sébastien Genty & Déborah Tapia

Production Company: Phantasm
Director: Arnaud Desplechin
Producer: Gary Farkas
Post Production: Mikros & MPC
Sound Production: Maul Productions & Studio5
Music: Véronique Sanson, Chanson sur ma drôle de vie

Media: Dentsu