RSA Dont Look Back - Irish International

Credits:
Title: Don’t look back
Advertiser: Road Safety Authority
Product: Driver Distraction
Client executives: Brian Farrell
Agency executives: Ken Kerr, Dave Power
Agency creative: Dylan Cotter, Dillon Elliott, Clayton Homer
Agency production: Grainne O’Driscoll
Agency planning: Rachel Haslam
Production company: Partizan
Director: Martin Stirling
Editor: Matt Dollings
Producer: Miranda Johnstone
Post production: Partizan
The Lowdown:
How do you capture the pain of a lifetime spent looking back?
The Road Safety Authority’s latest ad is an exploration of how a single moment turning to look at a child in the back seat could lead to a lifetime of looking back in regret.
We see a woman in her seventies wistfully glancing at a photograph of a child who’s no longer with us. We see her at different points in her life, always looking around, in sadness, loss, heartache, all the way back to a crucial moment. This turning point where she looked at her daughter in the back seat of the car, killing her, by driving headlong into an oncoming vehicle.
We tell our audience: Don’t lose a lifetime looking back. Never let a child take your focus off the road. Pull over if you need to.