Ad of the Day: Speeding Drivers Are Invited to Their Own Funerals in Surreal Prank PSA

Grim fantasy comes to life

Headshot of Tim Nudd

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

@nudd Tim Nudd is a former creative editor of Adweek.