Road Safety Ireland's Chilling Spot Shows How 'Looking Back' Can Devastate Lives

Haunting PSA by Partizan's Martin Stirling Wins Gold at Kinsale Sharks

Published On
Sep 15, 2015

Editor's Pick

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.


Sep 15, 2015
Road Safety Authority Ireland
Road Safety Authority Ireland
Irish International BBDO
Dillon Elliott
Art Director:
Clayton Homer
Executive Creative Director:
Dylan Cotter
Account Director:
Ken Kerr
Account Manager:
Dave Power
Production Director:
Noel Byrne
Communications Manager:
Brian Farrell
Communications Department:
Annette Regan
Production Company:
Martin Stirling
Miranda Johnstone
Director, Photography:
Carl Burke
Kevin Konak
Post Production:
Smoke & Mirrors
Post Producer:
Sophie Harrison
Sound Director:
The Sound Factory
Sound Director:
Jon Clarke
Silas Hite

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