Spot the Pink Kitten That Matters in This Trippy Road Safety Ad Aimed at Young Drivers

We Are From L.A. Direct Trippy PSA for AMV BBDO

Published On
Oct 25, 2017

Editor's Pick

A new PSA for Think!, the road safety campaign from the U.K.'s Department of Transport, warns young drivers of the dangers of looking at their phones while driving by reeling them in with something they'll love: pink kittens.

The ad, by AMV BBDO, features more than 100 pink kittens in a street scene. Just like a viral video that might appeal to millennials, the film challenges viewers to see if they can spot the pink kitten, when taken through the 100 foot scene in real time. When the film is played back in super slow motion, viewers can see how many pink kittens they've missed: they're everywhere, hidden in graffiti, painted on walls, on balloons.

The ad is directed in trademark trippy style by Iconoclast directing duo We Are From L.A., the French directors whose work includes Pharrell Williams video "24 Hours of Happy,", and the soundtrack --Aphex Twin's "Windowlicker" -- also gives it the feel of a music video.

We're lulled into the fun, but at the end of the spot, there's a sudden realisation there is really only one pink kitten that truly matters: the one held by a young child crossing the road with her mother in front of a driver who's looking at his phone.


Oct 25, 2017
Agency :
Brand :
Client :
Senior Marketing Manager :
Laura Kane
Marketing Manager :
Susie Seldon
Creative Director :
Nicholas Hulley
Creative Director :
Nadja Lossgott
Copywriter :
Neil Clarke
Art Director :
Jay Phillips
Agency Planner :
Tom White
Agency Planner :
Alaina Crystal
Agency Planner :
Emma Stafford
Agency Account Person :
Katie Stanley
Agency Account Person :
Tamara Klemich
Agency Account Person :
Amy Tippen
Agency Account Person :
Jess Smith
Agency Account Person :
Luke Hickey
Agency Producer :
Verity Elvin
Media Planner :
Kate McNiven
Media Planner :
Steve Shaw
Production Company :
Director :
We Are From LA
Executive Producer :
Anna Smith
Producer :
Emily Rudge
Director, Photography :
Rina Yang
Editor :
Paul OReilly
Edit House :
Edit Producer :
Alice Clarke
Grade :
James Bamford
Post Production :
The Mill
Post Production Producer :
Simon Bath
Sound Designer :
Sam Ashwell
Sound House :

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