The consequences of dangerous riding are shown unfiltered in the Transport for London motorcycle PSA. The agency commissioned the ad to help convince motorcycle riders to slow down. It stars a man who is laying on the ground after getting into an accident. He calmly recalls what led to the accident and his current physical state, while paramedics work to save his life.
The Transport for London motorcycle PSA is chilling, to say the least. The calmness with which the rider describes his impending death helps push Transport for London’s message home. It remains to be seen whether this "scared straight" approach will appeal to London’s bikers. The UK’s Motorcycle Action Group is reportedly none too happy with the piece.
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Concept: Transport For London Motorcycle PSA
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Segment: Males, 18-55+
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