Transport for London (TFL), The Mayor of London, and Think! Road Safety in London, have joined together in a television advertising campaign, “Losing Control”, designed to caution motorcyclists to take care on familiar roads. The campaign began in mid July and was aired in British television and cinemas over six weeks. “The Day You Went to Work”, the 60 second TV advert, features a man going through the everyday routines between waking and arriving at work. Only he doesn’t make it today. A voice over describes each of the activities acted out on screen…
The alarm that always wakes you. The face you always pull. The towel you leave on the floor. The sock you can never find. The tie they make you wear. The bill you forgot to pay. The cereal you never finish. The plant you never water. The girlfriend you kiss goodbye. The road you’ve lived on for years. The car that never moves. The shop that’s never open. The chair that’s always there. The mums on the school run. The door you see too late. The lamp post you slam into. The legs you’ll never use again. The day you went to work. The super: “Most accidents happen on familiar journeys. Ride the roads you know as carefully as the ones you don’t.”
The Transport for London TV advert was developed at M&C Saatchi, London, by creative director Graham Fink, art director Curtis Brittles, copywriter Will Bates, and agency producer Kate Havers.
Editor was Paul Watts at The Quarry.
Post production was done at Moving Picture Company, London.
Sound was produced at 750mph.
‘Losing Control’ was featured in a special ‘Looked But Didn’t See’ stand at the British International Motor Show in July. The stand also included a graphic display showing the effects of a collision between a car and a motorcycle.