The creatives explain;

We wanted to give viewers the sense that an accident can happen anywhere, at any time. We tried to pick locations where an accident waiting to happen was evident. At that moment it might not be your life flashing before your eyes. More likely it’s the realization that you should have got insurance.

Since all staircases look like this to me, the professional klutz (I had a spectacular fall in the wee stairs at my hotel rushing down for breakfast in Cannes, even Richard Gorodecky was impressed by my bruise but I edited that out of the interview), I think the messages are placed in the perfect spots. (Yes, I've slammed into a car door when biking too, wanna see my scars?). It would have been even better had they been placed there for real, but I bet that would cause accidents....

Agency: DDB Canada Client and Product: Pacific Blue Cross Health Insurance Title(s) of Ad(s): “Stairs” and “Bike Path” In-market Date: June 2010 Category: Transit Shelter Ad Submission Type: Campaign Creative Director: Dean Lee and Cosmo Campbell Copywriter: Kevin Rathgeber Art Director: Chris Moore Account Manager: Scott Barr Photographer: Philip Jarmain Print Producer: Amanda Dring
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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.