A little known organization in the UK called the Sussex Safer Roads Partnership, has broken out with an ad promoting seatbelt use that has become an internet phenomenon. I saw it on CNN this morning and went to YouTube to check it out; almost 1.4 million views so far. Three were me.
The ad is wonderful in so many ways. First, it focuses on a life saved rather than one lost; most seatbelt ads I've seen in the past try to scare drivers. Second, the way the driver's wife and daughter use their own clenched hands to mimic the position of a seatbelt is beautiful and poignant. I also though the way the silvery colored confetti symbolized the impact was brilliant.
I challenge you to watch this ad without crying, or at least getting choked up. It reminds me how much I love advertising and the power to stimulate an emotional reaction with our marketing communcations.
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