Prepared To Speed Prepared to Kill

If you’re prepared to speed, be prepared to kill. That’s the road safety message presented in three print advertisements and television commercial prepared by Clemenger BBDO for LTSA, Land Transport Safety Authority New Zealand, in 2004.

LTSA Speed Hammer Print ad in magazine

LTSA Clutch Brake Trigger ad in magazine
LTSA Speed Can Opener Print ad in magazine

LTSA Advertising Manager Rachel Prince said, “Community demand for safer driving has the potential to change the behaviour of those who persistently speed without any regard for their own safety or the safety of others. We hope these advertisements will encourage us all to take stock of our own attitudes to road safety – after all, bringing the road toll down has the potential to be one of the easiest public health outcomes to achieve.”


The Prepared to Speed campaign was developed at Clemenger BBDO Wellington by creative director Philip Andrew, copywriter Angus Hennah, art director Scott Henderson, agency producer Marty Collins.

Filming was shot by director James Holt with producer Sacha Hodgson, director of photography Keith Wagstaff and editor Paul Maxwell.

Music was produced at Soundtrax.

  • deadthevideo

    The use of symbolism in these ads give them a somewhat abstract art style look. The question is: would they work? If you look at the adverts closely, you soon get the message. But if you don’t, it’s highly likely that the message would go over your head. With ads like these, you would never really be sure that these images would work.