The Drum Awards for Marketing - Extended Deadline

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By John Glenday, Reporter

February 4, 2014 | 1 min read

Amidst the brouhaha surrounding Scarlett Johansson’s SodaStream plug one of the more subdued adverts to screen during the Super Bowl has met with more quiet acclaim.

Produced by the Utah department of transportation the Zero Fatalities campaign the ad kicks off with the image of a sleeping child, curled up on a car seat. The camera then pans out to reveal that the vehicle is actually lying on its side following a crash – and that the child has been killed as a result of not being properly buckled in.

Not all viewers appreciated the graphic nature of the advert however, with many of the 110m people who watched the sporting spectacular bombarding the campaigns Facebook account with critical comments about the blunt message.