NZ Transport Agency launches shocking 'Mistakes' spot via Clemenger BBDO, Wellington

NZTA-Simple-Mistake.jpgNo one should pay for a mistake with their life, as demonstrated in the latest dramatic spot for NZTA via Clemenger BBDO, Wellington.

Finch director Derin Seale creates a powerful narrative with the :60 clip, showing us two drivers experiencing an extended moment of pause at that split second before they collide into one another.

VIEW THE SPOT
As the two men exit their cars, their conversation personalizes the grim repercussions about to take place, with one man pleading for the safety of his son in the backseat.  Unable to alter the outcome, the drivers return behind the wheel and we see a speedometer reading over 100/km per hour before everything changes dramatically. Real-time suddenly returns as the violent moment of impact occurs, and the and the heartbreaking realization that we're powerless to change a simple mistake made in a second's time is driven home.

Mistakes, the latest NZ Transport Agency ad targeting speeding drivers, is part of a multi-agency effort aimed at reducing deaths and injuries on New Zealand roads. Last year 83 people were killed and 408 were seriously injured in speed-related crashes on New Zealand roads. Most Kiwis recognise the risks of driving at speed and support police enforcement of the speed limit to keep everyone safe.
 
But these statistics show that even drivers who support safe speeds don't always put their beliefs into practice when they are behind the wheel driving: speed is still a contributing factor in 20% of all fatal and serious injury crashes on New Zealand roads.
 
Previous New Zealand advertising campaigns have shown that the faster you go the less time you have to react, the longer it takes to stop and the bigger the mess when you do stop. But some people still deny this truth or think it doesn't apply to them. Their speed may be over the limit but to them it is minimal, e.g. 107 km/h in a 100 km/h area. In their minds they're not actually 'speeding', but driving comfortably, and they feel in control.
 
This campaign aims to reframe the way that people look at their speed when they're driving.
 
It demonstrates that while a person may be a good driver they can't change the fact that human beings are prone to making mistakes, including other drivers. In many aspects of life we can learn from our mistakes; but not when driving - the road is an exception. Even the smallest of mistakes on the road can cost us our life, or take someone else's.

Client: New Zealand Transport Agency
Agency: Clemenger BBDO, Wellington
Executive Creative Director: Philip Andrew
Creative Director: Brigid Alkema
Copywriter: Emily Beautrais
Art Director: Emily Beautrais, Philip Andrew
Agency Producer: Marty Gray
Group Account Director: Linda Major
Account Manager: Bethany Omeri
Director of Digital Innovation: Thomas Scovell
Media Business Director: Annabelle Wilkinson
Media Account Director: Emily Goulden
Principal Scientist (NZTA): Paul Graham
Advertising Manager (NZTA): Rachel Prince

Production Company: Finch
Director: Derin Seale
Producer: Karen Bryson
Executive Producer: Rob Galluzzo
DoP: Stefan Duscio
Offline: Toybox
Editor: Drew Thompson (Method Studios)
VFX: Fin Design + Effects
VFX Supervisor: Stuart White
Colourist: Ben Eagleton
Sound Design: Simon Lister
Sound Design Studio: Nylon Studios

15 Comments

Applause from the cheap seats said:

There have been a lot of good road safety ads. This one is up there with the best of them. Well done to all concerned.

Anonymous said:

A very powerful ad. Well done BBDO

K RD Cowboy said:

Stunning work!

Ouch... said:

Thanks for the link ^

Although production quality is excellent on the NZTA one, sad to see it's done :(

Damn said:

That Thai version doesn't pull any punches. But nice one Clems and Fin for some tight production and digital innovations (???)

Ouch again said:

That's a shame.

Cynical. said:

If the government really wants to help reduce the road toll, they need to start putting median barriers in high risk spots and have a zero tolerance to alcohol. Instead they're more interested in collecting money and wasting tax payers' money on ads like this.

The eyes have it said:

I like it and it seems i'm not alone. Fastest piece of NZ content to reach 2M You Tube views, according to One News last night.

Missing it said:

If you can't see the difference between this one and the Thai one you're missing the insight/out-take entirely. (The time freezing mechanic is the same sure) Luckily the public largely don't seem to be.

^you're only fooling yourself said:

The two ads are the same. Shame really

o said:

ouch.

really? said:

If it's been done it's been done. The people like it because it's a good ad. Doesn't stop it from being done before though - which it clearly has.

uh said:

people really like this ad.

7 million views is no joke.

Leave a comment

About CAMPAIGNBRIEF

A blog for advertising creatives in New Zealand. To pass on news or advertise on the blog, email michael@campaignbrief.com. To subscribe to Campaign Brief Magazine click here or download the subscription form. Magazine subscribers receive complimentary access to the online magazine archive (including current issue).

Latest jobs

Retrieving latest jobs