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By Amy Houston, Senior Reporter

March 7, 2023 | 3 min read

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.


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

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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