Life360’s commercial for the app’s Crash Detection feature hits hard. Hits hard, not because it uses a nursery rhyme to tell its story, although that is an emotive device. Hits hard because it is narrated by the teenage victim of the crash in the film. “This is my dad..,” she says over footage of the father who has arrived at the scene, “…and this me,” she adds, over a view of the girl in the car as the crash happens.
The app allows the father to reach the crash scene quickly.
The film, The Tap, was directed by Iconoclast director, Marcus Ibanez, with cinematographer, Marcel Rév. It was shot on 35mm film using practical effects to enhance the reality of the story.
The film made its debut during the Emmys broadcast.
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