Fond memories on a country road pave the way to this tale's sobering climax
A sobering French road safety ad by DDB Paris reminds us that danger can lie close to home
Apr 02, 2019
A young man reminisces fondly about his local country lane in a new government road safety campaign from France--but there's a heartbreaking twist with a message about the dangers of familiarity.
The spot, created by DDB Paris and directed by Pantera, unfolds as the camera takes us along a country road from within a car, as the narrator tells how he's grown up taking this route with his two friends, Pierre and Yanis. He travels past the ghosts of his former self as he traveled along it the first day of school, played soccer on it, met girls there and laughed and joked in his friends' car. "We always felt confident on this road, safe," he says. Finally the car stops as we see an accident on the side of the road and it's revealed the narrator is a firefighter on his way to the scene -- in which his friends were involved. As he runs to their overturned car final message of the ad is that "The roads we know by heart are often the ones that kill us."