This stark new ad by Leo Burnett London for the Department for Transport THINK! Child Road Safety tells the sad and serious tale of the boy who didn't "Stop, Look and Listen" before crossing the street. The ad's narrator discusses how the boy used to love to play soccer, but couldn't play anymore because he wasn't careful crossing the street.
According to Cloribus, directors Smith & Foulkes say, "We wanted these commercials to act as a pause in a child’s TV viewing, holding the gaze of the immobile injured characters almost painfully long as a contrast to the hi-energy multi-coloured frenzy of your average childrenʼs programming break."
What Makes This Trend Stand Out
- Animated Safevertising
- Creating animated advertisements that aim to educate and promote safety to children.
- Emotional Storytelling
- Using emotionally impactful narratives to emphasize the importance of safe behavior.
- Contrasting Visuals
- Utilizing a stark visual contrast between injured characters and vibrant programs to capture viewers' attention.
Sectors Adopting This
- Advertising
- Opportunity to create impactful ads that promote safety and resonate with viewers.
- Education
- Implementing educational campaigns that focus on teaching children about road safety.
- Media and Entertainment
- Incorporating safety messages into children's programming to raise awareness and encourage safe behavior.
