Creativity

This Cycle Safety Ads Depicts All the Things You Don't Want to Get Caught Between

U.K. PSA Warns of Dangers of Trucks Making Left Turns

By Alexandra Jardine. Published on Sep 26, 2016

Editor's Pick

Every year in the U.K., hundreds of cyclists are killed or injured on the roads, and one in three collisions occurs when a cyclist gets caught in the wheels of a truck making a left turn (the equivalent of a right turn in the U.S.).

To illustrate the dangers of this circumstance, the Department for Transport has created a spot that doesn't actually show a cyclist till quite near the end -- instead, it depicts other situations where you don't want to get caught between two things. These include: a grand piano falling from the sky towards the ground; a butcher's knife and a block; an excited kid and a pinata, and two fighting rams. All this gives a jaunty, almost comedic feel to the film, until suddenly you see the cyclist and next, the wreckage on the street -- bringing the viewer up short.

The ad is by AMV BBDO, and was directed by Tom Haines at Bold.

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About

Credits

Date
Sep 26, 2016
Agency:
AMV BBDO
Client:
Department for Transport

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