Australian Road Safety

A new, hard-hitting ad from PSA Australia crashed into our screens today, literally.

The advert cleverly uses various freeze frames to illustrate the difference that varying speeds of driving can have on a crash. In the dark, saddening spot, these frames look at the effect these high-velocity car crashes have on a young boy cycling. It begins softly with just a simple avoidance swerve from the driver but progresses steadily and pessimistically until the boy ends up disappearing from the frame completely, implicitly suggesting disaster. This leaves the viewer to realise the horrific end-result that can occur when going just that little bit too fast.

It’s tough to watch but the cinematography and effect of the freeze frames is phenomenal, especially the pan-out birds-eye view that we are treated to at the end. Check it out here and slow that car down next time you're behind the wheel.