Showing how lives can change in an instant due to mobile phone use and driving is becoming a common theme in road safety ads -- AT&T's recent devastatingly powerful U.S. ad being a prime example. This spot, from Ireland, approaches the issue slightly differently by serving up a series of events that can happen in a quick moment, then rewinding the film by a second.
It opens on a light-hearted note, with a sunny scene at a barbecue, and the film cutely reverses harmless events such as a dropped ice cream and flipped burger. But the viewer's sense of unease grows as we see a family sitting in a car, the father's face frowning with dismay as another driver veers into the opposite lane. The final impact is heightened by seeing the other driver's text message as his phone lies smashed in the road.
Created by Irish International BBDO, the spot was directed by Partizan's Martin Stirling. Don't Look Back, a must-watch ad by the same team that launched in June, hauntingly demonstrated a mother's lifelong emotional fallout after being distracted by a child in the back seat while driving. It was awarded Gold at annual Kinsale Sharks Advertising Festival, held in Ireland last Saturday, (September 12).