"It only takes a split second". This insight brings us an ad, showing us moments like fleeting gifs of summer-fun. There's ice-cream spillage, tennis-ball hitting, sibling-chasing, hedge-cutting, window-glancing sighs and then the face that goes from neutral to shock. In the meeting lane there's the moment of texting, eyes on the phone, and then the whole lovely summer day comes crashing down.

Powerful reminder to keep your eyes on the road. Well done, RSA, well done Irish International. There's fresh new executions in PSA's about driving still, and you guys seem to always find them. See previous ad "Don't Look Back", which won Gold at the 2015 Kinsale Sharks.

Director: Martin Stirling Ad agency: Irish International BBDO
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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