No road hazard, no drama, no brutal crash that makes you jump out of your seat. Far from the feelings of fear and guilt often used in this type of public service messaging, the new French Road Safety campaign by DDB Paris is a celebration of life.
Each film in the campaign immerses us in a small, intimate cheerful moment. In this PSA, we see a dad playfully roughhousing with a child who’s having a great time. It’s a slice of life that expresses in its own way the happiness of being alive, and urges us to think twice before taking a risk on the road, to reconsider what really matters.
The films are directed by renowned French moviemaker Arnaud Desplechin, who used long takes to create immersive, poetic and authentic moments.
After a gloomy year and as the French start to recover a greater freedom of movement, the hope is that love and happiness will be a stronger lever than fear to change people’s behavior on the road.
