High impact 20 year road safety montage pulls in 1m+ viewers
The Transport Accident Commission’s powerful video montage of 20 years of advertising campaigns has seen its YouTube channel become the third most-viewed sponsored Australian channel on the video-sharing website.
The montage, which was put on the video-sharing site on December 10, has now had over one million views, behind Roadshow Films and the Pineapple Express channel.
The TAC video, edited by Grey creative director Nigel Dawson and editing house MRPP, features several scenes over the 20 years since the launch of its first advertisement.
All the ads featured were created by Grey, with the exception of one creative which was done by The Furnace.
The video has attracted views from around the world, particularly the US, Poland and Canada.
Philip Reed, TAC head of community relations, said: “This montage of our most graphic ads has resonated across the world. The comments show that viewers have been affected by the montage and they appreciate its potential to help drivers realise the consequences of ignoring road safety.”
He added that social media had a growing role in spreading the TAC’s message: “Many of the YouTube viewers sharing the video with others on Facebook and other similar websites.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Marketing for a genuine cause. Underrated.
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Wow. I didn’t expect that… Well, that should be something the government spends some money on as an ad (sorry, TVC) on every channel at the same time, I wouldn’t mind my tax dollars being spent on that. It should also be shown to every high school student and everyone booked for speeding or drunk driving.
Still got tears streaming down my face, I must be getting old.
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I’m lost for words. I woudl play this ad to every single person with a drivers licence in this country. Make them sit through it when they get their licence, when they renew their licence.
It scares me, it moves me, I cant imagine a better way of making people remember how dangerous driving can really be.
And if Simon B is getting old, so am I……
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Very powerful indeed…..each ad on it’s own works, but when put together like that it makes them even more effective, forces you to stop and think. National all channel road block would be very worthwhile.
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Powerful indeed. But because I’m a pedant, they aren’t the “third most most-viewed Australian YouTube channel” as claimed here, they aren’t even CLOSE to it with “only” 1,427,060 total upload views, what they are is the third most viewed “Sponsor” Channel, which means they paid (a significant amount) to google for a youtube channel with special channel page privileges.
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Hi Nate,
You’re absolutely correct. I spotted our omission at about the same time as you, and added the vital word sponsor to the intro at the same moment you were typing that comment!
Cheers,
Tim – Mumbrella
Nate, not entirely correct. Google offers sponsor pages gratis to institutions such as universities (my employer has one) and I wouldn’t be surprised if the TAC got one for free, too, as a public interest thing.
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This kind of montage should be mandatory viewing in all schools and before P’s are awarded (at least).
When each execution is presented like this, as a historical view, it brings a whole new context to the overall campaign.
Contemplative and chilling. Well done TAC for sticking with the campaign when everyone said that shock wouldn’t work.
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I used to work at Grey and vividly remember watching the TAC show reel one day – every commercial back to back. While the individual ads had an impact, the sum total of all them left me a blubbering mess in the boardroom. Had to take a moment before heading back to my desk. Incredibly powerful viewing.
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I know ill be driving home extra careful tonight.. powerful stuff
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https://www.youtube.com/watch?v=h-8PBx7isoM
Another road safety ad with a happier message but very well done
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Congrats to all invloved in the creation of these campaigns over the years. What a back catelogue for Grey (and The Furnace). If I was running their New Business department, I don’t think I’d be bothering with PowerPoint.
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I do really appreciate the work of these advertising campaigns.
But I couldn’t help but feel this divulged into a bit of violence porn.
The first 2 minutes which is all just build up was really effective.
The reactions of people (the families mourning lost ones; the responsible drivers living with their guilt) was very powerful.
But close to 2 minutes of crashes, blood, gore, humans flying around like rag-dolls, being ripped apart, complete with bone breaking, flesh tearing sound effects … a bit gratuitous in my opinion.
I appreciate its value in short 30 second doses (i.e. 5 seconds of violence). But this montage just seems a bit self-congratulatory and the violence too gratuitous for me.
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that was amazing and frightening ! it shouldn’t just be mandatory for kids to watch – seriously all adults should be made to watch it – the amount of idiots that still drink and drive and speed is one scary statistic.
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Wow. Very moving. It actually makes you think about how easy it is to take somebody’s life and ruin your own. Really great job as I am never usually moved by these ads.
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I have to agree with Simon B, Tarkam etc
And yet people still claim councils and governments are revenue raising for using speed cameras.
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Bloody hell that has some impact. Brilliant stuff, if those are the right words.
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It’s the people that tailgate on freeways and shake their fists at people doing 60 on the Beach rd in Melbourne that I want to make watch this. That and people who think “the back way home” is alright after a few. An extremely powerful communication, I have always thought that the TAC have done it well (their creative’s rather) and all together it packs a hell of a punch. “Pictures Of You” still really resonates with me.
Agree with the others….anyone going for their license should have to watch this!
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great, important stuff
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I’m a blithering mess.. it must be the sum of all of them seeps into you.
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I have to disagree with Lachyw.
As this was a montage of 20 years worth of advertising campaigns I would expect it to showcase not only the buildup and reactions, but also the violence associated with an accident.
I don’t think most people realise what really happens during a car accident, the tremendous violence and trauma. That your seatbelt is not going to help when you run into the back of a truck and its tray decapitates you.
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You don’t have to be a father to get emotional over this stuff.. but I am.. and it tears me up. Awesome stuff.
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Agree with all above emotive/powerful comments…and importantly, I’m off to look at ANCAP safety ratings to upgrade to a safer car – with all these drivers out there I think I might need a small tank.
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