This haunting spot from Road Safety Ireland demonstrates the terrible consequences of being distracted by a child in the back seat while driving. It begins with an older woman looking sorrowful; we don't know why but as she turns her head we go back in time by a few years. Each turn takes us to another chapter in her story; we see her crying in an empty child's bedroom and at a funeral, and finally we see her as a young woman who "looked back" at her small child while driving.
Created by Irish International BBDO, the spot was directed by Partizan's Martin Stirling. It was awarded Gold at annual Kinsale Sharks Advertising Festival 2015.