Smart but Casual
St Luke’s executive creative director Alan Young chose this ad because…
“Don’t be a weaver bird!” “Only a fool breaks the two-second rule!” These lines from old road safety ads were cemented in my mind as child. They taught generations of kids the rules of the road long before they got in their first car.
Nowadays cars might be safer, but roads aren’t. And with lane discipline laxer than ever, this new spot for Highways England seems timely.
Whether through intuition or deliberate design, it upholds the earlier tradition of road safety spots by telling us what we shouldn’t be: “Don’t be a space invader!” And it uses the SFX of an old 8-bit video game to remind us that tailgating is not a game and, when it goes wrong, it has serious real-life consequences.
Creative agency Adam & Eve/DDB
Copywriters Shay Reading, Frank Ginger, Paul Knowles
Chief creative officer Richard Brim
Creative director Simon Lloyd
Producer Darren Tuohy
Facility house 750mph
Sound engineer Mark Hellaby
Production company Smuggler