French add to ghastly road-safety hit parade | Adweek French add to ghastly road-safety hit parade | Adweek
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French add to ghastly road-safety hit parade

Road-safety

Lowe Strateus has delivered another gory instant classic in the world of road-safety advertising: the five-minute spot below, titled "Unbearable," for France's Sécurité Routière. Last we checked in with this agency and client, they were using fancy reverse chronology to save a guy—and his amputated leg—from a drunk-driving accident. This new spot also plays around with time, juxtaposing a gruesome car accident on a Saturday night with a police officer's visit to a mother's home the next morning. It's all in French, but you don't need any translation. It's nicely shot, and suitably off-putting, but the question remains: Do shock tactics like these do anything to change teenagers' behavior? Via Adrants.

—Posted by Tim Nudd

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