Fear of being a seat-belt softie exposed in smart PSA
BBDO Dublin has produced an amusing spot for the Irish Road Safety Authority that plays on young drivers' reluctance to insist passengers buckle up.
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Credits
powered by
- Agency BBDO/Dublin
- Production Company Red Rage Films
- Director Lena Beug
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Credits
powered by
- Agency BBDO/Dublin
- Production Company Red Rage Films
- Director Lena Beug
- Post Production Screen Scene
- Art Director Clayton Homer
- Copywriter Dillon Elliott
- Art Director Aoife Cusack
- Producer Andrew Counihan
- Executive Creative Director Dylan Cotter
- Producer Paul Holmes
- DP Kip Bogdahn
- Editor Jake Walshe
Credits
powered by
- Agency BBDO/Dublin
- Production Company Red Rage Films
- Director Lena Beug
- Post Production Screen Scene
- Art Director Clayton Homer
- Copywriter Dillon Elliott
- Art Director Aoife Cusack
- Producer Andrew Counihan
- Executive Creative Director Dylan Cotter
- Producer Paul Holmes
- DP Kip Bogdahn
- Editor Jake Walshe
In Ireland 42 per cent of rear seat passengers killed in the last decade were not wearing a seat belt.
Much of the responsibility lies with the driver but research shows that male drivers aged 17-24 seem to fear ‘social death’ more than actual death. They're afraid that if they ask someone to belt up they'll be ridiculed. This work challenges that fear head-on.
Airing across Irish TV, VOD, social, press and OOH the droll spot was directed by Lena Beug through Red Rage Films and features a driver imagining the various ways in which he’s going to look daft if he asks his chums to use their seat belts.
All of his fears – intimidation, emasculation, judgement, exclusion – are depicted in various droll ways until finally the potential actual physical consequences of not wearing a seatbelt are shown, as his friend is thrust forward, as though in a lethal head-first crash.
