Noah Marshall of The Sweet Shop directed this “The Road Is No Place For Excuses” PSA for the Transport for New South Wales (NSW) out of Aussie ad agency Enigma.

The PSA introduces us to various people who deliver common excuses for getting behind the wheel of a car when they are tired, had a bit too much to drink or are otherwise impaired.

The PSA is part of a campaign targeting people living in regional NSW in order to help save lives on country roads.

Director Marshall said, “These films aren’t about the brazen risks taken by reckless speed freaks trying to impress their mates. They’re about the common excuses we all use on a regular basis to justify risky driving behavior. We don’t see the harm. Because we’ve done it before and everything worked out fine. Because it will inconvenience us if we don’t. We’ve assessed the danger and deemed it worth the risk… but it’s not. It never is.”

Credits

Client New South Wales Government/Transport for NSW Agency Enigma, Sydney Jennifer Peace, managing director/head of strategy; Pete Ogden, executive creative director; Leisa Cameron, executive director; Katie Hope, producer; Lucy Kough, sr. copywriter; Will Brown, art director. Production The Sweet Shop Noah Marshall, director; Tony Whyman, producer; Will Sweetland, managing partner; Loren Bradley, Edward Pontifex, exec producers; Stefa Duscio, DP. Editorial Tim Mauger, editor; Color Grade/Online Alt Audio ISM Studios Mark Brandis, audio engineer.

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