Ad of the Day: Think’s heartbreaking campaign cautions young drivers
The ad hopes to encourage people to question if those extra few miles per hour are really worth it.
The Department for Transport has released a shocking ad for Think, its designated road safety campaign arm. In the spot, viewers see a group of young people hanging out, playing games and generally having a laugh together.
The film cuts from a happy scene to one where a young man is driving fast in his car on a country road to meet the group. Sadly, the ad culminates in a tragic scene where the boy seemingly loses control of the car on a bend.
‘Is pushing it worth it?’ was directed by Ed Morris through Riff Raff. The creative is known for his observational approach to capturing the lives of young people, which suits the brand since moving away from highly stylized campaigns of recent years to feel both relatable and authentic.
Dawn Lauder, head of marketing at the Department for Transport, said: “Speeding contributes to around one in four fatal collisions on our roads, with many drivers misjudging the possible dangers – especially young drivers. This campaign highlights the potential impact of driving just a little too fast for the road and asks our audience, who have so much of life to enjoy, whether pushing their speed is worth it.”
The campaign will run throughout March on video-on-demand, social, online video and digital audio.
Credits
Client: Department for Transport Head of Marketing
Communications: Dawn Lauder
Senior marketing team lead: Rachel Smith
Senior campaign manager: Shelly Tucker
Campaign manager: Meygan Da Silva
Agency: VMLY&R
Production company: Riff Raff
Director: Ed Morris
Producer: Lauren Highman
Executive producer: Tracey Cooper
Director of photography: Vincenzo Marranghino
1st assistant director: Robert Thorpe
Post-production: Elmntl
Post Producer: Chloë Saunders
Colorist: Jessica Vile
VFX Artist: Martin Waller
Audio producer: Jenny Standish
Sound engineer: Scott Little
Executive producer: Greg White
Editing: Stitch
Editor: Jack Singer
Edit assistant: Laura Reyes
Executive producer: Angela Hart
Music: Chromium
Composer: Thomas Farnon
Media agency (planning): Wavemaker
Media agency (buying): Manning Gottlieb OMD
Research: Kantar
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