Credits:
Irish International BBDO
Dillon Elliott – Copywriter, Irish International BBDO
Clayton Homer – Art Director, Irish International BBDO
Dylan Cotter – Executive Creative Director, Irish International BBDO
Ken Kerr – Account Director, Irish International BBDO
Dave Power – Account Manager, Irish International BBDO
Noel Bryne – Production Director, Irish International BBDO
Road Safety Authority Ireland
Brian Farrell – Communications Manager, Road Safety Authority
Annette Regan – Communications Department, Road Safety Authority
Martin Stirling – Director, Partizan
Miranda Johnstone – Producer, Partizan
Carl Burke – DOP, Partizan
Kevin Konak – Editor
Post Production – Smoke & Mirrors
Sophie Harrison – Post Producer, Smoke & Mirrors
Jon Clarke – Sound, The Sound Factory
Silas Hite – Music.
The Lowdown:
Irish International BBDO, Ireland’s leading communications group, has today launched a new television campaign for the Road Safety Authority Ireland (RSA Ireland). Airing on Irish TV – “The Anatomy of a Split Second” focuses on the devastating effect that one split second spent texting while driving can have on Irish roads.
Directed by the multi-award winning Martin Stirling (RSA, Save the Children), “The Anatomy of a Split Second” shows one second in time under a microscope. The TVC opens to a serene, sunny world, in an idyllic barbeque setting in a family garden, with everyday experiences captured in a split second. From flipping burgers, to playing swingball, to dropping ice-cream, the viewer is introduced to a seemingly typical snapshot of life’s simple pleasures. However as the viewers focus moves across to the road, we see two cars driving towards each other. One carries a family, in the other we see that a driver is using his mobile phone while driving to send a text message. It is clear that a collision is devastatingly imminent.
As the ad concludes, time returns to normal. The viewer sees the crash from the point of view of the mobile phone. In a jarring, emotionally shocking scene, the inane text message that caused the devastation is visibly clear. All of the serenity experienced up until this point is completely destroyed through one simple act of inattention.
