Rockstar

"Embrace Life" Seat Belt PSA Delivers Message Wordlessly

By: Katie Cordrey - Published: • References: sussexsaferroads.gov.uk & osocio.org
The stunning seat belt PSA, “Embrace Life,” is part of a larger safety awareness campaign from the Sussex Safer Roads Partnership. The web film has received rave reviews from the viral Internet audience.

Written and directed by Daniel Cox of Rockutainment, the production is shot in slow motion, giving it an ethereal quality that draws the viewer into the imagery and a message that transcends language. Rather than use shock as a tool, the Embrace Life safety ad uses images of family and love to drive home the importance of wearing a seat belt. 

New Zealand’s Campaign Brief postulates that the film will be a Cannes contender. Stats for Love-Driven Safety Messages Trending: Older & Warm
Traction: 9,690 clicks in 229 w
Interest: > 3 minutes
Concept: Seat Belt PSA
Related: 46 examples / 35 photos
Segment: Neutral, 18-35
Comparison Set: 17 similar articles, including: bleeding billboards, shock advertising, and designer psas.