Land Transport NZ and NZ Police have worked together to commission a television commercial using landmines to demonstrate the dangers of speeding on corners. The ad, released in New Zealand on September 7, confronts speeding drivers with the reality that the laws of physics cannot be overcome by driver skill. For every driver there is a point of no return when taking a corner too fast will result in losing control and crashing.
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Although open road speeds have come down in recent years, driving at excessive speed remains a serious road safety and public health issue. Speed is still the number one killer on our roads, contributing to over 120 deaths and 2,600 injuries each year, and 58 percent of all speed-related crashes occur on corners.
Land Transport NZ Advertising Manager Paul Graham said the new ad aims to show speeding drivers the potentially fatal consequences of taking corners too fast.
‘The ad uses the image of landmines to emphasise that when you enter a bend at high speeds you put yourself in danger, even if you can’t see it. You are at the mercy of forces beyond your control which could kill you. The message is simple – slow down.’
The Landmines ad was developed at Clemenger BBDO, Wellington, by executive creative director Philip Andrew, art director Scott Henderson, copywriter Dan Moth, account manager Linda Major and agency producer Marty Collins.
Filming was shot by director Mat Humphrey via The Guild, with producer Marge McInnes. Mat Humphrey is known for his award-winning work for TAC, including ‘Haunted’.
Ford New Zealand has called for the landmines TV ad to be taken off air, protesting that the unbadged car can be easily identifed as a late model Ford Falcon XR.
LTNZ advertising manager Paul Graham told the Sydney Morning Herald the ad would not be pulled and that the organisation was on “hugely solid ground”. The ad had been well researched before and during production.
“Car ads are all very similar, in showing the driver enjoying the moment, the curving road ahead of them. We are after an audience that likes a performance car, enjoys the moment of driving, considers themselves a superior sort of driver – it’s the area we want to be.”