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.