Safely Home, the Western Cape Government’s Department of Transport & Public Works’ road safety campaign, has released a new hard-hitting TV commercial created by FCB Cape Town and directed by Jason Fialkov of Egg Films.
The dramatic commercial, titled “The Knock-On Effect,” illustrates how you can avoid the devastating knock-on effect of a crash when you knock just 5kph off your speed.
In the commercial, a man is driving a car at 65kph in a 60kph zone. A pedestrian steps out into the road and the driver does not have time to stop. The viewer then sees the knock-on effect of the collision, as the pedestrian’s family, and the family of the driver, are symbolically flung through the air as if being hit by a car, even though they were nowhere near the scene of the accident.
But, when the driver knocks just 5kph off his speed, he has more time to react and he avoids the knock-on effect. The commercial ends with the title: “It won’t kill you to slow down.”
“Most motorists don’t realize what a big difference just 5kph can make in a crash,” said Mike Barnwell, executive creative director of FCB Cape Town.
Client Western Cape Government’s Department of Transport & Public Works, South Africa Agency FCB Cape Town Mike Barnwell, executive creative director; Alastair Morgan, copywriter; Dylan Davies, art director; Robin Nixon, strategic planner; Ashleigh Jarrett, TV production. Production Egg Films Jason Fialkov, director. Postproduction Ludus at Upstairs
World Cancer Day: Gustave Roussy, Publicis Conseil Celebrate, Reflect On Advances In Medicine and Science
For World Cancer Day (Feb. 4), Gustave Roussy, a treatment center in France ranked number one in Europe and number four in the world in the fight against cancer, is once again speaking out through film. “Lucie” retraces the life of a young woman, from her birth, her joys, her encounters and her trials, in particular the illnesses she faced or may have faced (if not vaccinated) during her life but which did not kill her thanks to advances in science and medicine, including the discovery of her rare cancer at the age of 36.
Conceived by Publicis Conseil and directed by Jaco Van Dormael via production company Hamlet, “Lucie” takes the gamble of using almost exclusively scientific images to tell this story (scanners, MRIs, microscopes, 3D). It highlights the beauty of these images beyond their raw meaning, the poetry that can emerge from them to pay tribute to all the researchers, doctors and specialists who over the centuries have transformed what were once serious illnesses into benign ones, saving many lives in the process. Like most of us, Lucie lives her life without even thinking about all the times when science and medicine have enabled her to go on living.
“In a world where cancer affects one person in two and more and more young adults, we want to show that the disease is a stage in life from which the majority of sufferers are now recovering, thanks to scientific progress. Lucie’s story is the story of thousands of patients. This film makes Gustave Roussy, its doctors, researchers and professionals part of the history of major scientific advances,” said Professor Fabrice Barlesi, CEO of Gustave Roussy.
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