Christmas Phonecalls for Road Safety

LTSA, Land Transport Safety Authority in New Zealand, launched an emotive road safety campaign for Christmas in 2002, using phonecalls to drive home the appeal to drive safely in the holiday season. To the sounds of “I’ll be home for Christmas”, a series of phone calls removes the smiles of loved ones. One by one, Christmas celebrations are spoiled as relatives receive news of tragic road accidents.

LTSA Christmas Call

Click on the image below to play the video in YouTube


The Christmas Phonecalls ad won Clemenger BBDO art director Mark Forgan and copywriter Jamie Standen an AXIS award for emerging talent in 2003. Also working on the ad were account directors Vicky Upton and Nathan Bell, agency producers Martin Collins and Scott McMillan.

Film production was done at Film Construction, Auckland.

  • deadthevideo

    This ad is different in that it doesn’t shock people in the way that LTSA is good at, but has opted for a more emotive approach. These ads still have a shock element, but do they still have a knock-on effect? No. The problem is we are living in a world that is all ‘seen it all before’. This has presented ad makers with a problem. ‘Just how can we shock viewers in the way that we used to?’ is the question on the lips of the ad makers. Have they found the answer? Not possible. If you look at websites such as YouTube, you will see road safety adverts that are not that recent, but have that scare factor, which ads these days are gradually losing. Ad makers need to think more or in the end up, ads like this will be pointless.