This ad, created by the Sussex Safer Road Partnership in England, is designed, like many other road safety campaigns, to encourage viewers to remind to wear their seat belts. Normally road safety ads are designed to shock with its footage. This ad does the opposite: it is beautifully filmed and uses love to send the message. Its power comes by reminding you to keep the focus on what is important: the family that depends on you. A universal value that in this case reaches us on a level we wish all advertising could. It provokes a strong emotional response in all those who have seen it, through a strong emphasis on positive messaging and imagery. This innovative and moving approach is what makes it memorable.
This ad is also remarkable as it can be used across the world: the storytelling doesn´t use a specific language and the use of a family makes it compelling to people from all ages. The power of a story and its images.
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