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PSA: Don't Treat Your Child Like a Dummy

Published on .

Don't treat your child like a dummy.
In a new PSA from The Ad Council and the National Highway Traffic Safety Administration, we see parents treating child-sized crash test dummies as though they were real children. Created by Leo Burnett USA and creative directors Jeff Labbe -- who has since left the agency to direct -- and Kash Sree, the spot is meant to encourage parents to use car seats to protect their children.

The payoff for the somber and offbeat montage, directed by @radical.media's Errol Morris, is the line, "You wouldn't treat a crash test dummy like a child, so why treat a child like a crash test dummy?"

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