This Ad About Dangerous Driving Is 100% Not Headed Where You Think It Is

A 'road without rules' that already exists

Headshot of Angela Natividad

Imagine a road without rules—one where you can drive like a madman, cut people off at will, and stop wherever you want for an impromptu selfie.

That might sound either awesome or awful. Luckily, none of us has to experience it in real life … or do we? This riotous spot on the subject veers off into a message you might not see coming:

Have you watched it yet? Ready for spoilers? OK, good, here we go.

This is actually an ad for Wed'ze ski helmets, brought to you by sports retailer Decathlon and French agency Rosapark. The tagline is, simply, "Wear a helmet."

The spot works because it doesn't so much preach as revel in the pleasure of the weird universe its creators have made, and we're carried right along, pretty much willing to roll with anything that comes along.

"We shot the film’s car scene in the north of Thailand, near the border with Laos, at an old deserted airport that had a two-kilometer runway," explains Rosapark's brand director, Victor Faubert, to Adfreak. "It’s really a great country to find beautiful vintage cars [we can] customize, which was important because we wanted to give them the same colors as the brand’s ski suits."

The ski portion, on the other hand, was shot in the French Alps "on the first day of the season," Faubert goes on. "We were lucky to have snow. And even after all that, we had a considerable amount of post-production work to make sure we only saw the cars and the runway, enveloping them in smoke."

While Rosapark's production timing was lucky, dropping the ad during ski season was more intentional. People think more about the merry that awaits (the whistling wind! Fondue!) than about the accidents they could have. 

A 2015 IFOP study found that two-thirds of skiers fail to wear helmets. It's not that they don't know they should, either—97 percent of kids 10 and under wear one, so what we're facing here is more of a cycling situation: People recognize the need, but just don't want to be bothered.

That's more than a bit silly, given that the helmet is probably the least expensive of all the gear you'll be buying or renting, would probably keep your head warm and isn't more dorky than everything else you have on.

So just wear the damn helmet. And save the selfies for the lodge.

Directed by David Bertram of Standard Films, :20 and :30 versions of the ad will air internationally from starting today. This longer version will be shared via social media.


BRAND : Decathlon

AGENCY : Rosapark

Co-founder: Jean-Patrick Chiquiar

Co-founders/CCOs: Gilles Fichteberg et Jean-François Sacco

Copywriter: Nicolas Gadesaude

Art Director: Julien Saurin

Brand Director: Victor Faubert

Brand Manager: Adélaïde Destaillats

Agency TV Producer: Adélaïde Samani

PRODUCTION: Standard Films

Director: David Bertram

Production Director Domitille Laurens

Sound: Les Kouz

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@luckthelady Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.