8:27pm Consequences
In the paper yesterday there was a full page ad taken out which was a letter written by the families of people that have died as a result of speeding.
Having been touched by this kind of tragedy and being very close to others who have also, it was a saddening read. The end of the letter urged all people to think wisely about the decisions they make when they get behind the wheel of a car, and in particular speeding. To conclude, they asked you to tune into any TV station that night at 8:27pm to share a moment with them. A moment they described as "looking into the eyes of REAL road toll victims".
Now the TAC has been around in Victoria for a long time, and they're famous for putting some pretty confronting ads in your face during dinner time, so although I thought the letter (signed by a number of parents/friends/siblings etc) was a unique way to introduce a new campaign, I didn't really make a note to watch for the ad.
That was until the last commercial break of House.
Probably one of the most moving pieces of communication I've ever seen. No broken glass, no hand held camera chaos in emergency wards, no screaming mothers, police knocking on doors... just painful and honest truth about the consequences of your actions.
We're having arguments in the office at the moment about whether this ad is good or not. The majority of the creatives believe it's an over-indulgent piece of crap. I think they're too close and cynical about it. I just made the call that this ad would touch most of middle Australia and if they didn't believe it they're out of touch with consumers outside the walls of this agency. I got laughed at for that, but I honestly believe it. The girls who were in the room last night when the ad came on all started crying. I dunno if they're going to think about slowing down next time they're driving, but I still stand by my opinion.
(EDIT: more in depth stories about some of the people in this ad can be learned about here.)
7 give a shit:
"I dunno if they're going to think about slowing down next time they're driving".. if it's a good ad, then they will. if not, well, it's a waste of money and creative opportunity :)
Interesting point Lauren. TAC usually split their comms between "education" and "emotion" with two different aims obviously.
I don't think the primary focus of the "emotion" work is to change behaviour, it's more about building an awareness in your subconscious about the consequences of your actions.
Well is that then changing behaviour? I dunno, I'm hungry and don't have the smarts to work it out right now.
I thought it was lame. In fact, I think it lacked emotion. I was more moved by the Biggest Losers reading letters from home....
I think it's superb. I love it. It gets through to me far more than a violent moment in a car crash. I'm with you Age.
I am not at all surprised by the reaction from your office Age.
Good ad.
How can anyone brush this ad off? Not every ad should be a 'brilliant piece of creative'. We're talking about saving people's lives, fuck the creative yardstick. We don't care about actors with fake blood, crying beside smashed up cars. We care about our family and friends, and friends of family and friends of friends. Real stories, about real people who have died unnecessarily.
This ad is certainly going to stay in my mind.
lol Ben... so sad but true.
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