Touching ad shows what it really means to lose a life on Australian roads
An ad campaign in Victoria, Australia is attempting to reduce the death toll on the road by pulling heart strings.
The state’s Transport Accident Commission (TAC) has released a short ad with the tagline “there’s no one someone won’t miss.” It shows a bearded local man, Francisco Cerros, being asked if the statistic of 249 deaths on the roads is acceptable, and what would be a better figure.
He replies: “Umm … probably 70.” As Francisco says those words, 70 members of his family, including multiple small children, are brought around the corner and slowly walk towards him. “This is what 70 people look like,” the interviewer says.
The look on his face shows his shock after he learns he could possibly lose those close to him. It is a thought-provoking moment. Now asked what would be a more acceptable number, he replies: “Zero.”
The Towards Zero campaign, launched in Melbourne on Wednesday and created by ad agency Clemenger BBDO, moves away from the shocking ads that have graced Australian screens for years, which included mangled cars and broken bodies.
The simple concept of turning numbers into people has a subtle shock factor all on its own.
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