eopss High Price to Pay

Emmy Award winning :30 TV Spot
Seat belts save lives. But how do you connect on an emotional level with drivers?

This TV spot, produced for the Executive Office of Public Safety and Security, places the viewer in a voyeuristic position as they watch a mother and son in the midst of a daily procedure. This quietly powerful spot juxtaposes the simple choice of using a seat belt for safety with the similarly simple act of adjusting a life-sustaining medical device. 

There is no voiceover or loud graphics — quiet imagery and painful expression leave you to draw your own conclusions.