Land Transport New Zealand (LTNZ) provided New Zealand television viewers with a graphic description of the impact of speed on survivability in road crashes this year. The television spot, which won a Bronze Lion at Cannes International Advertising Festival, shows drivers and passengers sitting in cars suspended beside a high rise city building.
“When we drive fast we don’t realise the danger we’re in. If you’re driving at 90 km per hour and crash the speed your body impacts is the same as if you’re falling from the first floor of a building. At 110 km per hour the impact is the same as falling from the fifth floor. And at 125 km per hour the impact is like falling from the ninth floor.” The top car, with a man and woman inside, drops towards the ground. Before the moment of impact the screen goes black and we’re given the blunt words: “The faster you go the bigger the mess.” Click on the image below to play the video in YouTube (HD)
The LTNZ High Rise ad was developed at Clemenger BBDO, Wellington, by creative director Philip Andrew, copywriter Angus Hennah, art director Scott Henderson and agency producer Marty Collins.
Editor was Paul Maxwell, Wellington. Sound was designed and arranged at Liquid Studios.