January 2014
Advertising Agency: Clemenger BBDO, New Zealand
Executive Creative Director: Philip Andrew
Copywriter: Emily Beautrais
Art Director: Frances Cooke
Director: Derin Seale
Production Company: Finch
Executive Producer: Rob Galluzzo
Producer: Karen Bryson
Production Manager: Annelise Yarrell
DOP: Stefan Duscio
Production Designer: Rob Key
Vfx: Fin Design & Effects
VFX Supervisor: Stuart White
Flame: Justin Bromley
Grade: Ben Eagleton
Offline: c/- Toy Box
Editor: Drew Thompson
Audio Post: Nylon Studios
Sound Design / Final Mix: Simon Lister

Comments (20)

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Highest Rated

cwriter79's picture
Activity Score 956

This ad is so freaking great! Heart-wrenching!

LikeMike's picture
Activity Score 3

Tragically dramatic... Nice motion!

zouz08's picture
Activity Score 209

outstanding commercial. very insightful. very well crafted. metal for sure!

come on, check our website:

Bogott's picture
Activity Score 242

Wow. Nice!!

Anne's picture
Activity Score 508

Mind blowing.

abake's picture
Activity Score 1264

Inspired work.

fauxjebus's picture
Activity Score 498

My new favourite ad. Amazing work.

kleenex's picture
Activity Score 45439


Diana Báez Castelán's picture
Diana Báez Castelán
Activity Score 86

Amazing work.

MarcelH's picture
Activity Score 2

For several years I've read a lot of comments on this website.
I know everything about the tone of voice of it, but I never picked up my pencil.
Never until now.
I've chosen my first word very carefully.
My first word is: DONE!

fauxjebus's picture
Activity Score 498

Technically your first word was "For". :P

Dzsoi's picture
Activity Score 8440

Visual execution is similar BUT...
not even the concept, the insight is different too which comes first.
This (newer) version has a stronger, more thoughtful insight. OTHERS make mistakes on the road - still they shouldn't die.
Calculate with their mistakes for their sake. You can save them. You would like to save them if you knew who they really are behind their mistakes.
It's a moral lesson if you like. And one of the few those make you think.
Saying "no time to think on the road" is really nothing. Everyone knows that still they act like a fool.
But the biggest problem is the tone. It's trying to be funny. Which takes it miles away from reality. Takes away the weight of the topic.
I am positively sure such tone is completely uneffective when it comes to "drive safe" messages.

zouz08's picture
Activity Score 209

the concept is totally different! Ok there's a similitude with the frozen part, but, hey, you can't compare these both ideas.

come on, check our website:

feysal's picture
Activity Score 2567

love it its sooo touching but it makes the point.

groovy baby!

Madibaman's picture
Activity Score 110

Tragic. Simple. Powerful. One of the best public service ads I've seen in a long time.

ananta's picture
Activity Score 53

brilliant ad

cwriter79's picture
Activity Score 956

This ad is so freaking great! Heart-wrenching!

cwriter79's picture
Activity Score 956

Copy is kinda weak at the end though, but overall very good.

Activity Score 12

Quite a emotionally powerful ad. Never thought to explore that moment in-between action and result. Certainly makes a impact on self-awareness and the consequences of speeding.

Lisbon freak's picture
Lisbon freak
Activity Score 494

Good. But everybody agrees that the gimmick is similar to the Thaï spot though.