The new ‘Embrace Life’: Stay A Hero

Posted by Marc | 25-05-2011 14:55 | Category: Road safety

Of course you remember the Embrace Life campaign from the Sussex Safer Roads Partnership (SSRP) from last year. The video became an absolute hit in the Social Advertising world last year. And most important: we said it is The Campaign of the Year 2010.

Now there is the follow-up: Stay a Hero. The focus is on reducing the number of motorcyclist deaths and serious injuries on the Sussex roads.  The SSRP have worked with Daniel Cox and Sarah Alexander again (both of whom were behind Embrace Life).

The storyline to the film shows a young boy as he aspires to be just like his biker dad.

Producer Sarah Alexander, of Alexander Commercials commented: “There are very few adverts out which speak directly to bikers, we are hoping that ‘Stay a Hero’ might fill in some of that gap. Rather than using fear and gore tactics we have tried to remind bikers of how great it is to ride while at the same time reminding them who they are going home to and why they need to stay safe. We are hoping the message will save lives this summer.

Daniel Cox, the writer and creator of ‘Stay a Hero, Stay Safe’, added: “The film looks to remind bikers to ride safely for both themselves and their loved ones, and that they can inspire the next generation to ride skilfully and safely. Coming from a family of motorcyclists I hope the film illustrates the important contribution bikers make as role models and how their actions and approach to riding can directly influence those who look up to them.”

There are many similarities with the Embrace Life campaign and that is a good choice. Besides the obvious other campaign items, a Facebook Page and a campaign website, the SSRP made a surprising other item: an online magazine on issuu.com (see below). I have never seen that before as a strategic choice.

Advertiser:
Sussex Safer Roads Partnership
Additional credits:
Writer/Director: Daniel Cox
Producer: Sarah Alexander
Production Company: Alexander Commercials
Executive Producer for SSRP: Neil Hopkins

Cast
Son: Jake Fazzio
Father: Paul Kennington

Music
Composer: Siddhartha Barnhoorn

Production
Assistant Producer: Vicky Del Campo
Assistant Producer: Anji Graham
Storyboards: Peter Johnston

Assistant Directors
1st Assistant Director: Grant Freeman
2nd Assistant Director: Brian Strange

Camera:
Director of Photography: Luke Scott
Steadicam Operator: Rupert Power
Focus Puller: Warren Buckingham
Clapper Loader: Matt Cole
Video Operator: Lawrence Bewsher
Grip: Johnny Donne

Art Department:
Production Designer: Bruce Hill
Stylist: Kate Woodman
Art Department Trainee: Matt Hill
Art Department Trainee: Lester Hill
Construction Manager: Callum Andrews
Standby Carpenter: James Waddingham
Props Transport: Richard Barber

Lighting
Gaffer: John Cantwell
Spark/Gaffer Thursday: Mark Rafferty
Spark: Gary Nagle
Spark: Paul Rowe
Rigger: Grant Wiesinger
Rigger: Bob Wiesinger

Hair and Make-up
Make-up Designer: Victoria Riches
Hair Stylist: Haylie Jay


Post-Production
Offline Editor: Daniel Cox
Telecine Producer: Cath Short
Colorist: James Bamford
Graphic Design: Laylah Driscoll
Stills: Nick Tapsell
Laboratory: iLab
Post-production facility: The Mill

Comments

I think, this spot is so boring in comparisson to the last one. I totally miss the climax - even though the video itself is really good. I would never send it to any friend. hmmm…

Cheers, Christoph

Posted by @e_fundraising | 25-05-2011 17:47

The emotion is there, but not the single-minded message. The first one was brilliant because it found a metaphor for a simple action that could change everything. This one only gives the dad a reason for wanting to be safe, without a clear solution.

Still a nice spot, but not close to the original. But I think it’s an issue of too-broad communication objectives, not creativity. It’s still enchanting.

Posted by Tom | 25-05-2011 18:26

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