Creativity

A Whole Family Feels the Effect of Speeding in This Shocking South African PSA

South African Spot Shows a Small Adjustment Can Affect the Course of Many Lives

By Alexandra Jardine. Published on Aug 22, 2017

Editor's Pick

A new road safety campaign from South Africa demonstrates how driving just 5 kilometers per hour over the speed limit can have a devastating effect, not just on the person you knock down but on their whole family.

The spot, by FCB Cape Town, shows a man driving at 65kph in a 60kph zone. A pedestrian steps out into the road and the driver does not have time to stop. The viewer then sees the knock-on effect of the collision, as the pedestrian's family, and the family of the driver, are symbolically flung through the air as if being hit by a car, even though they were nowhere near the scene of the accident.

The ad, directed by Jason Fialkov of Egg Films, sets out to show that a small difference in speed can have a huge ripple effect. "Most motorists don't realise what a big difference just 5kph can make in a crash," says Mike Barnwell, executive creative director of FCB Cape Town.

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About

Credits

Date
Aug 22, 2017
Agency:
FCB Cape Town
Client:
Safety Home

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