Teenagers and speed target of new road safety TVC
24 November 2008
The latest installment of TIO's road safety campaign targets teenagers and the impact of speeding.
The chilling new advertisement has been developed by Creative Territory in conjunction with Sprout and Cutting Edge.
Creative Territory's Tracy Jones said the advertisements hit a personal note for mothers.
"As the mother of a teenager just starting out driving, this latest ad really hits me," she said.
"I played it to my son and some of his mates and they were genuinely moved."."
The ad is the second in a series of three being developed for TIO. The first on drink driving has been running since October while the third will target seatbelts.
The powerful campaign concentrates on the impacts of road deaths of families, friends, workmates and other individuals.
The campaign deliberately avoids talking about statistics to keep the focus on individuals rather than statistics.
The theme for the campaign “WHY.” delivers a powerful message, mainly because in many cases there are no answers to the question for those left behind.
Credits:
- Strategic direction, Creative Territory
- Creative direction, Sprout
- TV production, Cutting Edge
- Photography, Resident Creative
- Radio production, Territory Broadcasters
Click here to view the commercial.
