Monday, February 09, 2009

Kill Your Speed Or Live With It




I'm jealous of this ad.

Not saying it's the best road safety commercial ever made, ever in the history of the world ever, but it's very hard to come up with new angles on this subject. They have.

I also liked an anti-drink drive campaign I saw the other day, that was about how if you get caught drink driving, you get processed just like any other criminal. No car crashes in that one either. Just the humdrum reality of getting interviewed by a desk sergeant, and giving a urine sample.

Reminds me of what Richard Huntington (now Head of Planning at Saatchi's) reckons is the main thing planning should do for Creatives: "Start you in an interesting place."

67 comments:

Anonymous said...

Excellent ad as far as I'm concerned. And no I didn't do it.

Anonymous said...

Doesn't do it for me I'm afraid.

It's a poignant idea that demands real subtlety in its execution.

This is just too obvious and cack-handed. It could have been so much delicate, and hence more emotional.

I'm afraid the first time i saw it, it made me laugh.
Especially the dead kid used as a goalpost bit,
and the kid under the desk is just plain silly.
Sorry.

Anonymous said...

What?

Funny? Don't think so. And "much (MORE) delicate?"

It's as delicate as a piss head is after 10 days with the lads in Benidrom!

I'm sorry, this is top. Subtle, original and thought provoking.

It's the one to beat so far.

The Guy Above said...

It is all in the planning. The creative is quite obvious once you have a strategy like that (as you pointed out starting from interesting place).

So, I think the ad is great but the creative is average.

On your rating scamp (I think this is how it goes):

Planning - 9
Creative - 1

Anonymous said...

I really like this ad.

Usually this shite just washes straight over me. Some bullshit scare tactics that I've seen so many times they're anything but scary anymore.

But the thought of having to live with killing a kid is a very real and very scary prospect. The execution doesn't have to be shocking, because the thought is scary enough.

The Golden Oracle of Truth said...

Yeah, I'm with 2.04: it's just fucking silly.

And why choose a ginger kid? I aim for them even when I'm not pissed.

Adam said...

I like. I wouldn't say it was cack handed at all.

Anonymous said...

The radio works well too- it's quite creepy.

Tobbe said...

Do you have a link for that other commercial you mention?

Anonymous said...

What creatives and agency did the ad?

Anonymous said...

I like it. But it looks like they might have drawn inspiration from 'The Grudge'. Especially the bit with the desk.

Sophie_Trinder said...

Effective - I don't think it needed to be more delicate. I think it works being simple and blunt. Plonking a child in a clumsy manner as they have done here makes me think more about clumsy stupid driving.

Anonymous said...

excellent ad. And yes i did do it! all hail me, i am the master!

Anonymous said...

great insight. shame about the goal post and under the desk scenes, kinda messes up what was a strong tv ad. the radios great, heard it the other day, brilliant use of the medium.

and 2:13 you cant say whos responsible for the insight, it might equally have been the creative team than the planner.

Anonymous said...

Good idea but not great execution. It got more ridiculous as it went on.

Lee said...

Not bad. But not creepy ENOUGH.

Why does the kid look like a plastic doll? And the bit under the desk is silly, just as another poster rightly pointed out. I reckon it would've been better if they'd gone a bit Sixth Sense-y. Remember the girl who appears in the tent and under the table, dead but still alive?

And besides, this is much better.

http://www.youtube.com/watch?v=FS5f73EHRhA

Anonymous said...

Agree. A good thought slightly let down by clunky execution. The "lucky" ad where the little girl comes back to life is miles better (as an ad maybe not a thought). It marries great insight with great execution

fedex said...

Hey Scamp, take a look at this: http://www.fuebuena.com.ar/?p=3552#comments

It's a tennis blog I read, from Argentina. I had the feeling I'd seen that art-on-a-bus somewhere else. It was your first atheist bus post.

The ad in the link is about tickets for the Copa Telmex, an ATP Tour event held in Buenos Aires.

Anonymous said...

the guy above,

i'd like to see the brief to know whether the insight was on the brief.

in my experience it's the creative doing finding the strategy and insight amongst lots of shit on the brief.

Anonymous said...

I like it...I tend to agree about the desk, I think maybe there are two or three too many scenarios.
But it's genuinely creepy and unnerving.

Anonymous said...

Mike, Bern, stop reading your own reviews.

Badabing Strategy said...

I like the idea and as someone above mentioned - the strategy. But not so much the execution. It becomes too obvious and thereby not scary enough...

Anonymous said...

heard a few agencies have been swinging the axe first thing this week. Anyone got anymore news?

Anonymous said...

Totally off topic (sorry, Scamp, but has anyone seen this on telly? http://www.brandrepublic.com/Discipline/Advertising/News/879631/Halifax-launches-campaign-drops-singing-dancing/

Stew said...

Quality bit of creative/planning/media buying....

A Superbowl commercial that cost a fraction of the $3 million charged for 30 seconds.

http://www.youtube.com/watch?v=ZYiGpVGTU2U&feature=related

Anonymous said...

That Halifax ad is unlike anything I have ever seen.

Anonymous said...

Mmm... Yet another where a bunch of people in a big city all impulsively come together to do/build something... Mountain? Tipping point? God I’m sick of these.

Anonymous said...

3:56 PM
no surprises there, the argies are always trying to copy stuff from london. ALWAYS.

Andrew said...

new york festivals 2 years ago:

http://www.youtube.com/watch?v=hue8p1m_kEc

Maloy said...

2:14

Spot on. Great ad.

Anonymous said...

done over three years ago ...

http://www.youtube.com/results?search_type=&search_query=tac+haunted&aq=f

Anonymous said...

very similar outdoor / ambient idea done in new zealand last year:

http://adsoftheworld.com/node/32766

Anonymous said...

2.04 If you look you'll see the kid is just lying on the grass in a park. ok, near a footy match which is taking place. but only a twisted buffoon would think he was lying there as a goalpost.
And also why not under the desk? the perpetrator's mind can switch to the thought of the child he's killed at any time, so why not here? why is that silly?
the only thing that is funny (peculiar) is that you should find anything in this ad funny. I'm assuming you don't have kids....

Anonymous said...

3.44 and 3.52 disagree entirely. the ad you talk about went into the realms of sci-fi nonsense. the kid talking to me in the VO for instance from the afterlife? and some clever post? very clever. but it didn't actually make me think twice because it is just that – someone desperately trying to be clever. yeah whatever....

this ad on the other hand simply and powerfully highlights the reality of what will happen if you kill a kid in your car. you're fucked – that dead kid will be there with you forever. it's a brilliant truism. one which makes you think 'why hasn't someone said that before?'. whoever created it got out of the way more too. no clever effects and ghost stories. no 'clever' twists. and and the ad is simpler, more powerful and far more effective because of it.

best ad out there imo.

Anonymous said...

Done much better in Australia in 2006 by Grey Melbourne and Filmgraphics.

http://www.youtube.com/watch?v=W2DJujd_ENU

Anonymous said...

TAC Victoria did this idea a couple of years ago.

http://www.youtube.com/watch?v=W2DJujd_ENU&feature=related

Anonymous said...

Stew, nobody saw that ad. and even if they did, why would they have cared? are they supposed to have read the ad press? that was miller talking to themselves and the marketing community. boring.

scamp. that ad is frighteningly bereft of actual human emotion and scariness given the territory it has chosen to play in.

who directed it? A.Robot? it's that bad.

Anonymous said...

Great ad.

Anonymous said...

@Anon 5.32:

Me too.

Getting a crowd of people to do something collectively: that's truly original. Even better, they climb up to form a 'mountain'… that's the kind of fresh creative thinking you'd only expect from those nutters at TBWA\ on a Playstation brief!

Interestingly, my security word was "airowee".

Anonymous said...

2.17 - Let's hope you never run over a kid and live to regret your words.

Brilliant ad, and, incredibly, made me slow down the next day.

I also disagree with the planning 9, creative 1 comment. Let's just celebrate some great work. Why always try to divide a team effort?

GOUT-LEGS said...

6:05 PM

off topic again, but to your point about halifax.
i don't know how old you are? but do you not remember the halifax campaign that consisted of employees standing on each others shoulders to build stuff.
if anything, this ad is a return to what made them famous.

saying that, i know my nan will be gutted howard isn't moonwalking through shot?

'extra, extra....'

Zeus said...

Can't believe that anyone would have a go at this ad. But then creative departments have always been hotbeds of bitchiness and insecurity. I wish I'd done it. I think it's perfect.

Anonymous said...

Feels like a case of "good ad, too long" syndrome. You get that the guy has killed a kid after the first 2 or 3 scenes. The more scenes you add the less powerful it becomes, almost to the point of farce by the end of it, when people stop being shocked and look for the ridiculous instead of the message.

I was expecting the kid to be in his bed by the end of it or something.

Paul Sacks said...

Nice ad.
The girl coming back to life was a creepy bugger.
I reckon we should all place bets on who did it.
Without any research and barely any thought I'm going to say VCCP.
Anyone else?

Scamp said...

It was AMV.

Anonymous said...

i think it's a cracking ad, i think the silence is great too.

Would love it on my reel.

Anonymous said...

does anyone think it might have been more powerful if it was a woman and not a man seeing the little ginger?

Anonymous said...

I prefer the Australian, New Zealand, well, all the other, versions of this ad.
Much more powerful and emotional...
Those kid posters are great too.

Intergral said...

Anon 11:33 PM

Actually the kid does look like he's there as a goal post. Which is kinda weird.

Posted on this yesterday but it didn't display.

It's cracking idea, but I thought the execution was poor when I watched it a second time.

I'm not fucking matt damon said...

I was waiting for the bit at the end where the little kid goes "BOOOO!!! HA HA HA GOTYA YA SILLY BUGGER"

but it didn't happen.

in all honesty, very nice, just a shame, looking at those youtube links that it's as done as a kangaroo in Southern Australia.

which, back to your point scamp; it's very, very difficult to find a fresh angle for this subject matter.

I'd still take the walter what's his name (academy) one on my reel.

who directed it?

Anonymous said...

This is a great ad. There's far too much nit-picking going on here.

Anonymous said...

10.09 it needs to repetitious - that's the whole point. it shows the relentless nature of the aftereffects. this is how it would be - all the way through the day, seeing the kid you've killed. that's the reality, anything less wouldn't really do that fact justice and therefore wouldn't be as true to the idea. great ad.

Anonymous said...

11.23 completely agree

Anonymous said...

Love that Australian approach to drink driving:
'You Bloody Idiot'

11.33pm - The kid is definitely a goal post, which is a bit daft, but the under the desk shot still works. Not sure why there is such a reaction about that.

Maloy said...

10:59

Mike and Bern at AMV.

Anonymous said...

Does anyone else think most of the positive comments are from the creative team behind the ad... maybe I'm just too cynical.

Anonymous said...

Directed by Andy Mcleod, and he also did the Barnardo's Fuck Off one from a couple of years back.

Anonymous said...

1.29 the latter

john w. said...

Excellent. Well done Mike, Bern and Andy and anyone else who was involved.

Anonymous said...

Its the same ad. The same shots. It's not original.

Anonymous said...

the same ad as what?

Anonymous said...

it's a nice ad.

even for the 10th time i've seen this idea executed.

think! a little harder.

Anonymous said...

Just to clear something up. The kid is my nephew and he was meant to be a goalpost.

Anonymous said...

This is a beautiful spot.

Anonymous said...

It feels like a clever ad. The campaign where they showed real fatal car wrecks every night is how to resonate with drink drivers.

Anonymous said...

That WAS defintly SCARY!!!
I can't watch the bit when hes in bed and when the boy is under the desk.
(Even thought it's a boy pretending to look scary!)

Anonymous said...

not sinister enough, get the guy that did the audi rs4 campaign "spider" to do a road safety advert....bingo ;->

ps I want 10% if that does happen...