It’s made its way through the blogosphere, but we agree that it’s too good not to share. We’ve all seen the PSAs that resort to harrowing images to pound the safe driving message into your head, but the Sussex Safer Roads Partnership knows how to spin a good wordless yarn and induce tears in the process with its “Embrace Life” advert.
Sad bastard approaches can often misfire, but the ad’s writer/director Daniel Cox tells Osocio that this spot was meant to appeal to everyone. “It was central to the development of the project that we root the concept of wearing a seat belt firmly in the family domain, and create the advert so that it could be viewed by anyone of any age. One key aspect to the storytelling is that we developed Embrace Life to be non-language specific, so that the message wouldn’t become lost when viewed by visitors to, or residents of, the UK where English might not be their first language.”