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 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 d oor you see too late
The lamppost 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.”
Credits
The Transport for London TV advert was directed by Vince Squibb at Gorgeous Enterprises, who host ‘Losing Control’ an 8.644 mb quicktime video. Director of photography was Simon Chaudoir.
‘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.
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