Cape Town - Online media publication www.marklives.com named Safely Home’s “First Kiss” television commercial its #AdOfTheYear for 2016.
This acknowledgement adds to a growing list of accolades for the campaign, which include the prestigious Craft Certificate Award for TV Crafts - Editing at this year’s Loerie Awards held in Durban.
The ad was so successful that the United Nations TV recently released a documentary about the global road safety pandemic earlier in November. The programme includes the Safely Home First Kiss TV commercial which resulted in a huge increase in backseat seat-belt wearing in the Western Cape.
Making an impact
The “First Kiss” television commercial was launched by Safely Home in March 2016, in response to road death statistics and research showing that vehicle occupants (drivers and passengers) continue to constitute the majority of all road deaths in the Western Cape.
The campaign consisted of a series of radio advertisements, billboards, cinema ad bumpers at all major cinemas, and was live online on Facebook and Twitter for the duration of the campaign. The campaign was anchored by the “First Kiss” television commercial.
The online media publication describes “First Kiss” as “A road-safety ad that brings home, in graphic detail, just why it’s important for everyone, including backseat passengers, to be strapped in with seatbelts. This is even more important now - given it is the festive season and youngsters are out celebrating.
“This ad is so excellently crafted, it has become an instant classic, and it’s difficult to look at without your breath being taken away. The ultra slow-motion technique used in this TV commercial is one of the standout features, as it brings home just how much force a human body may exert when flung around by the momentum created by an accident.”
The Western Cape government says it will continue to be creative and innovative in our approach when conveying these and other important road safety messages.
The Western Cape’s ruling party hopes this will result in changes in behaviours and attitudes towards road safety, ultimately saving thousands of lives lost senselessly on our roads.
View the 'First Kiss' ad below: