Agency Network: 
July 2011


Film advertisement created by Irish, United Kingdom for Road Safety Authority, within the category: Public Interest, NGO.

Advertising Agency: Irish International, UK
Account Director: Ken Kerr
Creative Director: Dylan Cotter
Art Director: Catherine Lennon
Copywriter: Dillon Elliot
Production: Tidal, Ireland
Director: Stevie Russell
Agency Producer: Noel Byrne
Director of Photography: Ruairi O'Brien
Score and Sound Design: Gareth Averill
Post Production: Windmill Lane
Offline Editor: John O'Connor
Flame: Mark Bailey
Gaffer: Stephen McCarthy
Focus Puller: Cormac O'Malley
Downloader: Paul Delany
Grip: Paul Tsan
Video Assist: Adam Ozmin
Make Up / Hair: Love Hawkridge
Assistant Director: Ruairi McKenna
Production Assistant: Keelan Clarke
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Highest Rated

donetodeath's picture

done to death.

Activity Score 72
bates asia hongkong
atb2005's picture

This was the winning entry in a creative competition created by Road Safety Authority, Ireland and Setanta Insurance. You can read about it here:

Congrats to Richard Lahart who came up with the winning concept; Stevie Russell, who directed the spot; and Gareth Averill, who designed the sound. These are all young creatives based in Dublin.

Excellent job, guys!

Activity Score 13557
CommandZ's picture

Nice production values, and I'm happy they won an award, but, you can see the pay off coming from the first time they telegraph it with the gun.

Activity Score 2509
Creative Director
kleenex's picture

I did not like the ad at all. What a waste of time.

Activity Score 57443
Web Designer/Developer
gadgets's picture

too psychedelic for my taste... but good concept, powerful slogan

Activity Score 1063
abake's picture

The idea is much better than the execution.
But it's a great idea nevertheless.

Activity Score 1262
RMG Connect Colombia
dimu's picture


Activity Score 57
Ordozgoiti's picture

I think that by giving the payoff away from the beggining, they generate a growing tension. Just because you know what's going to happen, it doesn't make you feel less and less uncomfortable, yet interested. I like it.

Activity Score 235
Art Director at Leo Burnett Iberia
hoozn's picture

Wicked spot. Looks a bit like some Unkle Music Video. I like the tension throughout the whole story.

Activity Score 355
Vienna |

who cares? ima play some tunes instead

donetodeath's picture

done to death.

Activity Score 72
bates asia hongkong
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