Loaded Weapon

July 2011

RSA - Loaded Weapon


Film advertisment created by Irish, United Kingdom for Road Safety Authority, within the category: Public Interest, NGO.

Advertising Agency: Irish International, UK
Account Director: Ken Kerr
Creative Director: Dylan Cotter
Art Director: Catherine Lennon
Copywriter: Dillon Elliot
Production: Tidal, Ireland
Director: Stevie Russell
Agency Producer: Noel Byrne
Director of Photography: Ruairi O'Brien
Score and Sound Design: Gareth Averill
Post Production: Windmill Lane
Offline Editor: John O'Connor
Flame: Mark Bailey
Gaffer: Stephen McCarthy
Focus Puller: Cormac O'Malley
Downloader: Paul Delany
Grip: Paul Tsan
Video Assist: Adam Ozmin
Make Up / Hair: Love Hawkridge
Assistant Director: Ruairi McKenna
Production Assistant: Keelan Clarke

Comments (9)

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Highest Rated

donetodeath's picture
Activity Score 72

done to death.

atb2005's picture
Activity Score 13557

This was the winning entry in a creative competition created by Road Safety Authority, Ireland and Setanta Insurance. You can read about it here:

Congrats to Richard Lahart who came up with the winning concept; Stevie Russell, who directed the spot; and Gareth Averill, who designed the sound. These are all young creatives based in Dublin.

Excellent job, guys!

CommandZ's picture
Activity Score 2498

Nice production values, and I'm happy they won an award, but, you can see the pay off coming from the first time they telegraph it with the gun.

kleenex's picture
Activity Score 48079

I did not like the ad at all. What a waste of time.

gadgets's picture
Activity Score 1063

too psychedelic for my taste... but good concept, powerful slogan

abake's picture
Activity Score 1264

The idea is much better than the execution.
But it's a great idea nevertheless.

dimu's picture
Activity Score 57


Ordozgoiti's picture
Activity Score 235

I think that by giving the payoff away from the beggining, they generate a growing tension. Just because you know what's going to happen, it doesn't make you feel less and less uncomfortable, yet interested. I like it.

hoozn's picture
Activity Score 353

Wicked spot. Looks a bit like some Unkle Music Video. I like the tension throughout the whole story.

who cares? ima play some tunes instead

donetodeath's picture
Activity Score 72

done to death.