Motorcycle rider’s foot is shredded in graphic campaign from TAC

Content warning: this article and the video embedded depict a graphic motorcycle accident.

Transport Accident Commission (TAC) Victoria had released a campaign via Clemenger BBDO Melbourne to encourage motorcyclists to protect their bodies.

The graphic spot can be seen below, and does depict images of an injured foot.

In the 60-second spot, a motorcycle rider goes for a ride wearing only clothes. He then skids, his sneakers offering no protection as his foot is brutalised by the road. The campaign shows the rider’s mutilated foot after his body comes to a stop.

Clemenger BBDO executive creative director Richard Williams commented: “This isn’t a dramatised version of what could happen, it’s the reality of a risk experienced riders take daily when they don’t protect their entire body on every ride.

“TAC and Clemenger have a proven partnership of creating public education campaigns that have an impact and change behaviour, and this one is no different.”

TAC head of marketing and communications Joanna Whyte said: “This campaign hits home the risks of having such a casual attitude towards wearing proper protective gear.

“The audience we are speaking to either do not have the right protective gear or chose not to wear all of their protective gear for every ride. Casual clothing such as sneakers, hoodies and jeans only protect a rider for less than a second on impact with the road and often result in devastating injuries.”

Data from TAC shows that, on average, there are 2,500 motorcycle-related injury claims per year. In Victoria, motorcycles only make up 4 per cent of registered vehicles and less than 1 per cent of total kilometres travelled; however, riders account for 17 percent of deaths and serious injuries on our roads.

The campaign will run via online video, out-of-home (OOH), press, radio, digital, social and through partners.

One of the OOH assets

In 2016, Clemenger BBDO Melbourne created the ‘Meet Graham’ campaign for TAC, which depicted what a human would look like to survive a road accident. The agency has been the creative partner since 2013, successfully retaining the account in 2019.

This article has been updated.


Client: TAC
Head of Marketing & Communications: Jo Whyte
Senior Manager, Marketing: Sagar Sheth
Campaign Manager, Marketing – Molly Ennor

Creative: Clemenger BBDO Melbourne

Production Company: Revolver
Director: Justin Kurzel
Producer: Alice Grant
EP: Pip Smart
DOP: Jeremy Rouse

Editor: Jack Hutchings
Post-production: Blockhead
VFX Artist – Larry Van D
Colourist: Billy Wychgel

Sound House: Squeak E Clean
Sound Engineer: Paul Le Couter

Media: OMD


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