Driving PSA voted ad of year despite avoiding shock tactics
A powerful public safety announcement showing why your loved ones want you to buckle up has been voted YouTube's ad of the year. It will have you thinking of others every time you get in your car and start the ignition. The 90-second commercial titled "Embrace Life" begins with a man reaching his hand out as if he is holding car keys and starting the ignition. He starts to drive and looks over at his wife and daughter as if he is thinking about them while driving. They smile back. All of a sudden, the man looks stunned as his eyes open wide. His daughter mimics his expression. He swerves while his wife and daughter jump up from the couch and put their arms around him as if they are his seatbelt keeping him in his seat and saving his life.
"I wanted to create a visual metaphor addressing how a single decision in a person's day can greatly influence both their own and their loved ones' lives," said writer and director Daniel Cox, who didn't want to shock or scare the audience. "The family living room represents the feelings many people equate with their own car, in that it represents a level of safety and protection from the 'outer' world."
The whole ad is produced in slow motion to give the audience time to breathe and absorb the message.The ad, produced independently by Alexander Commercials in the U.K., has been viewed almost 12 million times on YouTube since its release in January. It is ranked as the most-viewed and highest-rated education film on YouTube and won the Gold medal at the New York International Advertising Awards and the Bronze award at the Cannes Lions.
The competition launched in September by YouTube and Campaign Magazine asked agencies to enter their most "creative and engaging" ads on YouTube over an 18-month period. A shortlist was created by industry professionals and viewers voted on the winner.
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