Creativity

There's a Harrowing Holiday Message in This Road Safety PSA

Mad Ruffian Directs Spot for the U.K.'s AA Charitable Trust Set to Bing Crosby

By Alexandra Jardine. Published on Dec 20, 2017

Editor's Pick

Among all the cozy Christmas ads running on U.K. TV at the moment, a new PSA from the AA Charitable Trust could come as a harrowing shock to some viewers.

Set to Bing Crosby's "I'll be home for Christmas," it starts off as a sentimental-seeming film about a father and a daughter texting each other as he heads home for the holidays. They're exchanging cute messages and emojis about their Christmas plans, but the warm and fuzzy feelings dissipate somewhat as we realize he's driving and paying a little too much attention to his phone. As the girl goes to sleep, it's revealed he'll never be home for Christmas as we see him lying in the road after a fatal accident, and the spot ends with a scene of the girl sobbing at his roadside memorial. It ends with the line "Make it home for Christmas."

The spot was created by M&C Saatchi and directed by Amanda Jones and Christopher Watson-Wood, known as Mad Ruffian.

Edmund King OBE, Chairman of the AA Trust and AA President, says in a statement: "We know that Christmas should be a happy family time and we want to keep it that way. The 'Make it home for Christmas' message is hard‐hitting but so are the consequences of text driving. Having campaigned with Kate Goldsmith, whose 11-year-old daughter was killed by a driver looking at his phone, we have no qualms about putting across a strong message at Christmas. Drink drive campaigns are common at this time of year and yet you are twice as likely to crash text driving as drink driving. Neither texting nor drinking should be mixed with driving if you want to make it home for Christmas."

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Credits

Date
Dec 20, 2017
Agency:
M&C Saatchi
Client:
AA
Creative Director:
Matt Collier
Creative Director:
Wayne Robinson
Production Company:
Mad Ruffian
Director:
Mad Ruffian
Director:
Christopher Watson-Wood
Director:
Amanda Jones
Post Production:
Ruffian Post
Visual Effects Head of Production:
Christopher Watson-Wood
Post Production Producer:
Amanda Jones
CG Artist:
Toby Williams-Ellis
CG Producer:
Houdini
Director, Photography:
James Medcraft
Cast:
Darcey Brown
Cast:
Rob Mitchell-James
Casting:
Plaster Cast
Music:
Gillian Miller
Music:
Music Business Affairs
Song:
I'll be Home for Christmas
Artist:
Bing Crosby
Publishing:
Universal Music Enterprises

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