Embrace Life - always wear your seatbelt was awarded Osocio's Campaign of 2010; currently has 19,389,380 views on YouTube. Director Daniel Cox is part of a wider campaign from the Sussex Safer Roads Partnership (SSRP).
When it comes to safe driving adverts many of them are full of blood, distressing images and scare tactics. However, Embrace Life advert gives viewers a different message, that you should wear a seatbelt because you want to live, not because you don't want to die.
This campaign brings emotion into the message, through a family scene which many viewers can connect with, bringing strong values of protecting and being protected by family. It is an advert which uses a positive message to promote traffic safety rather than a graphic approach that makes viewers want to turn the advert off.
Using the effects of slow motion, draws the viewer to an authentic emotional connection between a man and his family, one simple message viewers receive is that 'you should always wear your seatbelt because you want to live for your family, and because they want you to live'.
This advert uses simple methods to draw in the viewers, using slow motion, soft music, and the power of family love, sends out a stronger message, than other road safety adverts.
