Unless you're Phil Shifley, you probably haven't been to your own funeral. But some Belgians have, as you can see below in a bizarre stunt PSA for a safe-driving awareness campaign.
It's never explicitly stated, but the invitees presumably aren't the world's best drivers. Specifically, they must be prone to excessive speed. Why else would their friends and family be so cruel as to invite them, under false pretenses, to potently consider what it would like to be dead—casket and all?
Tough love, apparently.
At the same time, though, being able to attend your own funeral—and see everyone mourning you—is something of a common fantasy. Clearly the people here are moved by the experience, anyway. Changed by it? Who knows.
"Virtually no one feels it is dangerous to drive a few km/h faster than the maximum speed limit," says the advertiser. "However, even this 'slight' speeding kills and injures hundreds of people every year. And we tend to ignore the many lives of people close to us that are devastated as well."
Via Unruly Media.
If English subtitles don't appear, click the CC button.
Client: IBSR - BIVV
Agency: 20Something, Belgium
Creative Director: Benoit Vancauwenberghe
Strategy: Jérôme Lefebvre, David Burny
Copywriters: Quentin Watelet, Birgit Fonteyn
Art Director: Jean-Paul Lejeune
Production: Zoom Production
Filmmakers: Olivier Auclair, Robert Van Donge
Account Manager: Bram Van Buynder
Additional Credits: Céline Speeckaert, Thomas Horman, Jonathan Marchal