• Feb 5, 2010
Embrace Life PSA – click above to watch the video

Over the years, we've seen plenty of public safety announcements that tackle the issue of buckling up behind the wheel. Most rely on fear to convey their message – be it fear of a police citation ("Click it or ticket") or the menace of graphic violence, dismemberment and death.

This slow-motion spot from the Sussex Safer Roads Partnership, however, takes a different tack without sacrificing its effectiveness or drama, all while adding an unexpected element of artistry and grace to go along with the obligatory heartstring-tugging. (And before you ask, yes, it most certainly reminds us of a certain incredible Radiohead music video). Check it out after the jump and see if you don't agree. Hat tip to Duy!

[Source: Sussex Safer Roads Partnership via YouTube]



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    • 1 Second Ago
  • 71 Comments
      • 4 Years Ago
      Makes your hairs stand on end and gives you goosebumps from the start. Just Brilliant, put it on T.V.
      • 4 Years Ago
      Beautiful commerial.

      But what if you are driving a Toyota and your brakes don't work?
      • 4 Years Ago
      What is this spot for?
      Don't do acid?
      • 4 Years Ago
      Beautiful! Bravo!
      • 4 Years Ago
      I'm actually at a loss for words, for the the first time in my life, perhaps....

      My surly disposition would typically require me to make some sort of mocking or sarcastic comment after watching such a video clip! But I actually got chill bumps watching the daughter and wife's hands interlock across his chest to protect him as the table explodes into the air! It was beautiful and made my cynical heart a little less so, at least for tonight...

      • 4 Years Ago
      Cool commercial, good message.
      • 4 Years Ago
      That was pretty awesome. They need to air this here in the USA.
        • 4 Years Ago
        Well said Mike, that was very effective and heart felt! This should be also seen on TV here in the USA.
      • 4 Years Ago
      Blimey, a video from little old Sussex making it on the global Autoblog stage.

      I have been born and raised in the small county of Sussex and didn't realise there was any need for such a campaign...as far as I'm aware there isn't a seatbelt issue. Most people seem fairly well educated on the whole 'wear a seatbelt' idea.

      Nice ad though, does the trick.
        • 4 Years Ago
        Indeed Mitchell. There are those who believe seatbelt laws somehow restrict their freedoms, and refuse to belt up themselves or the younger members of their family because, they argue, it's variously unpatriotic, undemocratic, or socialist, to support laws that impinge on freedom. So they want the laws overturned.
        • 4 Years Ago
        There's two things that make this relevant in America:

        1. There has always been this myth floating around that "I have a friend who knows a guy that didn't wear a seat belt and he got into an accident and was thrown clear and if he would have stayed in the car he would have died." I'm sure to someone, somewhere, this happened, but the chances are so rare that this scenario isn't worth mentioning, but everyone seems to know about. And it's because of

        2. Americans, but particularly older Americans, can get real paranoid and real obstinate about being told to do *anything*, therefor, because no one has any business telling them to buckle up, they just won't!

        It's very frustrating because it's just the ugliness of ignorance. I love my country but there are some people here that put their head into the sand and never take it back out.
      • 4 Years Ago
      Great and effective commercial.
      • 4 Years Ago
      Promotion time for the guy who thought this one up.
      • 4 Years Ago
      Very nicely done, certainly drives the point home in non-patronizing way.

      Made me also remember this oldie but goodie from the 90's...
      http://www.youtube.com/watch?v=mfNOs2wjTwo
      • 4 Years Ago
      beautiful!
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