Pedestrian Council of Australia: Family, 2

Kill a kid. Kill a family. Slow down in school zones.

Advertising Agency: Saatchi & Saatchi, Sydney, Australia
Executive Creative Director: Steve Back
Creative Director: David Bowman
Copywriter: Steven Jackson
Account Manager: Alexandra Klujin
Account Supervisor: Chris Yong
Art Buyers: Skye Houghton, Alice Quiddington
Art Director: Vince Lagana
Photographer: Gary Sheppard
Other Credits: Marcus Thyer @ Cave

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28 comments

Notorious's picture
Notorious
631 pencils

Am I the only one who do not find this logical at all...

I am not wondering, and that was not actually a question..

outsmart me, if you can

ivan's picture
ivan

I think it's clear. You kill the kid, the rest of the family gets destroyed as well.

Ivan Raszl, admin of AotW

Notorious's picture
Notorious
631 pencils

Well Ivan, I am not sure that is logical. However, I was not talking about the copy in the first place. I was actually talking about the visual itself. cuz when u hit someone with your car, I'm sure he wont fly..

you got what I'm saying

outsmart me, if you can

ivan's picture
ivan

The thing is. Isn't killing a kid enough to stop you from doing whatever is a precursor to such horrible action? Do I really need the reinforcement of the whole family on my conscience to stop me from drinking? I think not, but of course it would be a totally different ad.

Ivan Raszl, admin of AotW

Notorious's picture
Notorious
631 pencils

RIGHT ON

one kid (in 1 nice direction) is enough
whole family (in bad direction) is too much for nothing

outsmart me, if you can

Guest's picture
Guest

I agree Ivan. ?Though the expression is hyperbolic the idea is correct. Kill a kid and you not only destroy the immediate family but also affect the extended family and friends. Ike idea is clear, Notorious is simply jealous, acting dumb or plain stupid.

Guest's picture
Guest

you are the only one.

shahidali's picture
shahidali
4069 pencils

notorious, u r not the only one.
very upset to see such a thing coming out from satchi!

shahid

Notorious's picture
Notorious
631 pencils

HELP!!!!!

outsmart me, if you can

Notorious's picture
Notorious
631 pencils

I hate this campaign

outsmart me, if you can

Chopper's picture
Chopper
1015 pencils

That's true.
Shocking effect. It could have been even worse to get closer to reality.

Guest's picture
Guest

Notorious. I hate you.

Notorious's picture
Notorious
631 pencils

Well, I guess that's what "notorious" is all about. He's famous but.. people hate him.

outsmart me, if you can

Guest's picture
Guest

Friend, don't comment so much on this and that...why not try commenting then give your own opinions and ideas on the ad instead of just insulting the idea without any solid comments...Try to act like a professional creative director rather than a low class type of creative director...Lastly please grow up and give constructive opinions and comments...

Notorious's picture
Notorious
631 pencils

Dear Guest,

I very much appreciate your words which I still try to understand, specially the part where you differentiate between commenting and giving personal opinion. Again, nevertheless, I appreciate your advise and want you to know that I am gladly growing up as I always drink milk. thank you. thank you very much.

outsmart me, if you can

Guest's picture
Guest

Cannes GOLD, please do your work.

Guest's picture
Guest

notorious
I have been hit by a car and I did fly through the air. perhaps you should put it to the test yourself!

Further, I have had 2 children die in separate events and whilst it did not kill our family, in learning to cope with the deaths we learned that in more than 70% of cases where a child dies the family breaks up so the angle taken here is valid.

the client for this ad, Harold Scruby, is an intelligent, committed man with an awful lot of passionate common sense.
Saatchi i think you did a good job making to point quickly and clearly.

as a parent and a driver this ad works for me even though I think the 40km zones near schools are more dangerous than having a 60 zone. At 40 my mind virtually shuts down and is more easily distracted by things off the road. at least at 60 my mind stays focused on the driving.perhaps in QLD the School zones could be better marked as they are really a revenue raising speed trap here.

Mark Andersen Marketing. QLD

Notorious's picture
Notorious
631 pencils

Dear Guest,

I feel sorry for you and hope next time you drive safely. Nevertheless, I believe in most car accidents, reckless drivers drive OVER people, and the chances of seeing five persons flying the way the ads imply are almost 0% possible unless it's one short sporty car hitting them with its max speed and while each member of this family stand alone with at least 1 meter of space between each one of them.

outsmart me, if you can

freedomtofly's picture
freedomtofly
4 pencils

did the schools teach you that advertising/creative has to be realistic?

-no pun intended. really.

Guest's picture
Guest

Great campaign. It makes you think.

Guest's picture
Guest

good job.for notorious :stop thinking like a dumb,this idea is clear enough.

Notorious's picture
Notorious
631 pencils

please behave

outsmart me, if you can

Guest's picture
Guest

While not wishing to trivialise the issues of pedestrian safety this is another typically overstated, over the top approach from a renowned, radical, tunnel-visioned organisation and and its equally narrow minded CEO who's well known as an anti motoring zealot who inexplicably has waaay too much influence with media who are regularly sucked in by the PCA rhetoric.

Guest's picture
Guest

Nicely done, I really like the execution, and it gives the feeling, makes you think for a minute.

freedomtofly's picture
freedomtofly
4 pencils

well, aren't creative works or the likes subjective?

Guest's picture
Guest

This is an effective ad. It's still shocking because there are many careless drivers out there.. If you have a child you would want him/her to be safe out there, especially in the school zone to where people are coming and going to pick up there kids after schools.

Guest's picture
Guest

all people who drive or receive their license should be well aware of driving slow and taking precautions while in the school zone. this ad. is effective, if you have a child wouldn't you want him/her to be safe walking to or from school. that's when there are vehicles everywhere, picking up kids or droppng them off for school. and it's true, when the kids gets killed the family dies as well, on the inside, they suffer and im sure would hate the fact that their child has been killed by a careless driver.

Guest's picture
Guest

I agree ^ ......................

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