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Top 6: September 12th 2007

Anti-speeding: 'Landmines'

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Top 6: September 12th 2007
Due to advertising and enforcement, most traditional 'speeding drivers' now stick fairly close to the speed limit. But increasingly, they test themselves and their cars by pushing their speed on corners - dropping off as little speed as possible. Over half of all speeding crashes now happen in this way - and often involve experienced drivers in good, performance cars. Our brief was to highlight the dangers of taking too much speed into corners, and reach an audience that drive good cars and see themselves as better drivers than most.
Creative comment: The faster you corner, the less margin of error you have, until the smallest change or miscalculation is all it takes - and once you've lose grip, even the best driver can't save it. Landmines were a perfect symbol for the hidden danger that you only find out about when it's too late.
Executionally, we didn't want this to feel like a road safety ad - instead, we wanted our audience to see the kind of road, car and driver they aspire to, and then let reality catch up with them.
Credits Other credits

Account Director - Linda Major

Client Executive - Paul Graham

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