MELBOURNE, AUSTRALIA – The Transport Accident Commission (TAC) has launched The Lucky Ones Get Caught – a new campaign encouraging road users to remain vigilant behind the wheel ahead of the holiday season.
Developed by Clemenger BBDO Melbourne, the launch film follows a father driving his young family to a holiday celebration. As their journey progresses, the driver begins speeding and narrowly avoids being caught by the police due to a number of ‘lucky’ situations.
The film then comes to a crashing halt as the driver loses control of the vehicle while speeding up and being momentarily distracted. The car then veers across the road before violently rolling down an embankment into a paddock. The film ends with the sobering line The Lucky Ones Get Caught.
TAC’s Head of Marketing and Communications, Jo Whyte, said the confronting commercial reminded Victorians that the purpose of road police enforcement is to keep everyone safe, and showed how bad choices can lead to devastation.
“Ads that bring the reality home of what happens when you’re not focused on driving can really make a difference in the choices people make on the roads,” Ms Whyte said.
“We know this year has been really tough on people and Victorians have done a great job of looking out for each other, so we want people to extend that care to their fellow road users and help make every journey a safe one this holiday season.”
Clemenger BBDO Melbourne Executive Creative Director, Rich Williams, added, “After the year that we’ve had, it can be easy to get caught up in the celebrations and forget the importance of staying safe behind the wheel. Through this campaign, we wanted to reframe the role of being caught into what the reality of it often is – preventing serious trauma on the roads. We hope this encourages Victorians to take extra care on the roads this Christmas.”
The campaign launches on TV with 60” and 30” films, in addition to OOH, social, print and radio.
The launch film can be viewed here, with more information about the campaign available at www.tac.vic.gov.au/theluckyones
CREDITS:
Client: TAC
Head of Marketing & Communications: Jo Whyte
Senior Manager Engagement: Megan Jacobs
Public Education Manager: Kimberley Milburn
Campaign Manager: Gemma Rabourn
Media Coordinator: Nardia Brancatisano
Creative: Clemenger BBDO Melbourne
Production:
Production company: Exit Films
Director: Glendyn Ivin
Producer: Alice Grant
EP: Leah Churchill-Brown
COP/Cinematographer: Ari Wegner
Casting: Nick Hamon Casting
Editor: Graeme Pereira
Post-production: ARC Edit
Sound House: SqueakEClean
Sound Engineer: Paul Le Couter
Media: Mediacom
