Well, that escalated quickly. This is a powerful, but quite depressing story of a doomed first kiss. The story teases you each time thinking it's going to happen but they keep getting interrupted. By the end they are interrupted permanently. By death. I guess that's one way to make sure you buckle up. In terms of shock value this ad is tops. Same with messaging. The only thing I wish they would have reconsidered is the policeman standing next to the bodies saying "We've got four dead people and the one who didn't wear the seat belt did the most damage, over" because we just saw it visually and you're providing me with a line after: An unbuckled passenger can kill. It just feels little too much exposition in such an elegant spot and it interrupts the flow a bit too much. It could just be me, though.
Client: Western Cape Government
Agency: Y&R
City & country: Cape Town, South Africa
Agency producer: Justin Fraser
ECD: Graham Lang
Creative Director: Nkanyezi Masango
Creative Director: Gareth Cohen
Director: Jason Fialkov
Director of photography: Willie Nel
Production co producer: Martina Schieder
Executive producer: Kerry Hosford
Post production co: Upstairs Ludus
City: Cape Town, South Africa
Editing company & city: Upstairs Ludus
Editor: Shaun Broude
Art director (production): William Boyes
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