Creativity

Spot the Pink Kitten That Matters in This Trippy Road Safety Ad Aimed at Young Drivers

We Are From L.A. Direct Trippy PSA for AMV BBDO

By Alexandra Jardine. Published on Oct 25, 2017

Editor's Pick

A new PSA for Think!, the road safety campaign from the U.K.'s Department of Transport, warns young drivers of the dangers of looking at their phones while driving by reeling them in with something they'll love: pink kittens.

The ad, by AMV BBDO, features more than 100 pink kittens in a street scene. Just like a viral video that might appeal to millennials, the film challenges viewers to see if they can spot the pink kitten, when taken through the 100 foot scene in real time. When the film is played back in super slow motion, viewers can see how many pink kittens they've missed: they're everywhere, hidden in graffiti, painted on walls, on balloons.

The ad is directed in trademark trippy style by Iconoclast directing duo We Are From L.A., the French directors whose work includes Pharrell Williams video "24 Hours of Happy,", and the soundtrack --Aphex Twin's "Windowlicker" -- also gives it the feel of a music video.

We're lulled into the fun, but at the end of the spot, there's a sudden realisation there is really only one pink kitten that truly matters: the one held by a young child crossing the road with her mother in front of a driver who's looking at his phone.

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About

Credits

Date
Oct 25, 2017
Agency:
AMV BBDO London
Client:
Think!
Senior Marketing Manager:
Laura Kane
Marketing Manager:
Susie Seldon
Creative Agency:
AMV BBDO
Creative Director:
Nicholas Hulley
Creative Director:
Nadja Lossgott
Copywriter:
Neil Clarke
Art Director:
Jay Phillips
Agency Planner:
Tom White
Agency Planner:
Alaina Crystal
Agency Planner:
Emma Stafford
Agency Account Man:
Katie Stanley
Agency Account Man:
Tamara Klemich
Agency Account Man:
Amy Tippen
Agency Account Man:
Jess Smith
Agency Account Man:
Luke Hickey
Agency Producer:
Verity Elvin
Media Agency:
Carat
Media Planner:
Kate McNiven
Media Planner:
Steve Shaw
Production Company:
Iconoclast
Director:
We Are From LA
Executive Producer:
Anna Smith
Producer:
Emily Rudge
Director of Photography:
Rina Yang
Editor:
Paul O'Reilly
Edit House:
Stitch
Edit Producer:
Alice Clarke
Grade:
James Bamford
Post-Production:
The Mill
Post-Production Producer:
Simon Bath
Sound Designer:
Sam Ashwell
Sound House:
750MPH

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