Saturday, 6 October 2012


I don't usually repost or link to other sites without having much to add, but since this is a road safety message from the South Australian Motor Accident Commission, I don't think anyone will mind. The point of the campaign is obviously to get the pics in front of as many eyeballs as possible, and the effort and artistry that have gone into creating them is amazing.

The picture above isn't a real car, but a combination of 17 people who have been painted up like Sherlock Holmes in Game of Shadows.

The pictures are the work of Emma Hack, and they came from AdelaideNow's website, where there's more information about the campaign.

When the original TAC commercials came out in the late 80s and early 90s they generated a lot of attention for their realism. Now the technique has been adopted by everyone from WorkCover to PoolSafe, their confronting documentary style has lost its impact. While TAC continues with shock tactics, other ad makers have looked elsewhere, including to humour, to get their message across.

Here's an ad from South Australia:

And one of my favourites, from New Zealand:


Kaz said...

It's pretty but I don't think it will do anything to reduce the road toll, which is set to climb higher after the record low of 2011.

Effective advertising has to have a unique concept AND a point to it.

NotScott said...

I'm not on The Gruen Transfer but I think that what the makers of these ads are trying to do is put the viewer in the position of the main character. If you show a person (like a drink driver; eg.) killing someone then that has a lot less impact on a young person than if you show them as a hero for not driving drunk, speeding or whaterver. Way to go, good ads.

Kiwi said...

Choice, bro!