This 60-second PSA created by Clemenger BBDO for the New Zealand Transport Agency puts a very powerful spin on the familiar topic of driving safety. Two drivers who are about to crash get a momentary reprieve as their cars freeze. The men get out of the cars and talk about the inevitable collision. “I’m going too fast,” one man says regretfully, “I’m sorry.” The other begins to tear up as he realizes his young son, sitting in the back seat, will be seriously injured. The tension of this spot is teased through better than some movie action sequences.
What is it with Clemenger BBDO and incredibly impactful New Zealand PSAs? Pay attention to how these videos tell stories instead of trying to guilt the viewer into feeling dejected. The acting is very, very good for a commercial, which helps the point of the campaign get through to the viewer. It almost makes you want to keep watching.