This Chilling Road Safety Spot Shows How a Split Second Can Change Your Life

Martin Stirling Directs a Second Ad in Campaign That Won Gold at Kinsale

By Alexandra Jardine. Published on Sep 15, 2015

Editor's Pick

Showing how lives can change in an instant due to mobile phone use and driving is becoming a common theme in road safety ads -- AT&T's recent devastatingly powerful U.S. ad being a prime example. This spot, from Ireland, approaches the issue slightly differently by serving up a series of events that can happen in a quick moment, then rewinding the film by a second.

It opens on a light-hearted note, with a sunny scene at a barbecue, and the film cutely reverses harmless events such as a dropped ice cream and flipped burger. But the viewer's sense of unease grows as we see a family sitting in a car, the father's face frowning with dismay as another driver veers into the opposite lane. The final impact is heightened by seeing the other driver's text message as his phone lies smashed in the road.

Created by Irish International BBDO, the spot was directed by Partizan's Martin Stirling. Don't Look Back, a must-watch ad by the same team that launched in June, hauntingly demonstrated a mother's lifelong emotional fallout after being distracted by a child in the back seat while driving. It was awarded Gold at annual Kinsale Sharks Advertising Festival, held in Ireland last Saturday, (September 12).

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Sep 15, 2015
Irish International BBDO
Road Safety Authority Ireland
Dillon Elliott
Art Director:
Clayton Homer
Executive Creative Director:
Dylan Cotter
Account Director:
Ken Kerr
Account Manager:
Dave Power
Production Director:
Noel Byrne
Communications Manager:
Brian Farrell
Communications Department:
Annette Regan
Production Company:
Martin Stirling
Miranda Johnstone
Director, Photography:
Carl Burke
Kevin Konak
Post Production:
Smoke & Mirrors
Post Producer:
Sophie Harrison
Sound Director:
The Sound Factory
Sound Director:
Jon Clarke
Silas Hite

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