Irish International BBDO Crafts Road Safety PSA
The spot follows the agency’s previous effort for Road Safety Authority Ireland, “Don’t Look Back,” which was released in June. Like its predecessor the PSA uses stylized presentation to deliver an affecting message. This time around, the spot, directed by Partizan’s Martin Stirling, deals in GIF-like loops. While the eerie music lets viewers know to anticipate something more, these begin as simple images of children playing in a backyard. One child drops his ice cream cone, showing a split second can have an impact, if only in a minor way. The action then shifts to a family driving as another car approaches, veering out of its path. The reason becomes clear as the driver is shown texting and the ad ends with his smart phone lying cracked on the payment. It’s an affecting way to deliver the message, steadily building tension until its impactful conclusion. Details
