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Y&R Cape Town, Director Jason Fialkov Capture Profound Impact of "First Kiss"


Robert Goldrich
Thursday, Apr. 7, 2016


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Directed by Jason Fialkov of Egg Films for the Western Cape Government and agency Y&R Cape Town, this PSA titled “First Kiss” tells the story of a young couple at a party, who spend their night trying to kiss but keep being interrupted. The final interruption turns a straightforward love story into a shocking road safety ad.

The Safely Home campaign by Y&R Cape Town has sparked heated discussions across traditional media and social networks about both the importance of wearing your seatbelt and the power of shock advertising.

Y&R created a locally relevant story inspired by an Irish strategy, which was credited as having brought about a 100% increase in backseat seatbelt wearing and 50% increase in front-seat wearing rates in Ireland and Northern Ireland.

The spot was shot in studio and on location in Woodstock and the Bo-Kaap in Cape Town. For the final crash scene, Jason worked closely with DOP Willie Nel, stunt coordinator Gideon van Schoor, and the post-production combination of Upstairs Ludus and Wicked Pixels, with Gravitron’s Kobus Verhoef building a gimbal rig to tip the car 90 degrees in both directions to keep the cast’s movements realistic and capture the sense of loss of gravity.


Client Western Cape Government Agency Y&R Capetown, South Africa Graham Lang, executive creative director; Nkanyezi Masango, Gareth Cohen, creative directors; Justin Fraser, producer. Production Egg Films Jason Fialkov, director; Willie Nel, DP; Martina Schieder, producer; Kerry Hosford, exec producer; William Boyes, production designer/art director. Postproduction Upstairs Ludus Shaun Broude, editor. Wicked Pixels. VFX Gravitron Kobus Verhoef, gimbal rig construction.

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