Road Safety Authority: Loaded Weapon

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


atb2005's picture
13567 pencils

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
2484 pencils

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
32989 pencils

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

gadgets's picture
1063 pencils

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

abake's picture
1272 pencils

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

dimu's picture
57 pencils


Ordozgoiti's picture
235 pencils

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
353 pencils

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
72 pencils

done to death.

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