‘Embrace Life’ Campaign Returns With Motorcycle Spot

Headshot of Tim Nudd

The Sussex Safer Roads Partnership, whose "Embrace Life" seatbelt PSA stunned the world last year, is back with a sophomore effort—this one aimed at reducing the number of motorcyclists killed and seriously injured on the roads each year. Clearly, after the response to last year's spot (with 13.7 million views and counting, it was YouTube's ad of the year for 2010), expectations couldn't be higher for this one. And while it's not as compelling and magical as the original (how could it be?), the new spot takes a similar approach—urging responsible driving through enchanting rather than gory visions focusing on the family members you don't want to leave behind in an accident on the road. "Stay a hero, stay safe" is the message, as we see a boy turning his bicycle into a make-believe motorcycle—inspired by his father, who returns home safely at the end of the spot. Refreshingly non-judgmental for a motorcycle PSA, it's a worthy follow-up from director Daniel Cox—not transcendental, but a solid addition to the category. Via Osocio.

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