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AMV unveils dramatic seat belt safety TV ad.(Abbott Mead Vickers BBDO creates a new ad for the Department of Transport)(Brief Article)
Abbott Mead Vickers BBDO has created a dramatic new ad for the Department for Transport, which highlights the consequences of travelling in a car without wearing a seat belt.
The 30-second cinema spot, called 'face', is the latest execution within the DfT's 'Think!' campaign to encourage people to buckle up.
It features AMV's director of creative services, Andy Smith. The execution, which is shot against a blank back-drop, opens on a head shot of him.
One half of his features is horribly disfigured and crumpled.
As the camera slowly closes in, his face reassembles itself to return to normal.
The voiceover states: 'Your car is designed to crumple on impact. Your face isn't.' The endline reads: 'Think! Always wear a seat belt.'
The ad was art directed by Mike Durban and written by Tony Strong. The director was Roger Woodburn through Park Village Productions. Special effects are ...
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