It’s the sweet life for Sécurité Routière
A focus on happiness, not horror, makes these ads for road safety stand out.
In a series of low-action, high-impact ads, domestic moments are cast in a new light when we see how easily these interactions could be shattered.
For Sécurité Routière France there are no road hazards, no family drama, no brutal crashes that create that crucial, heart-stuttering moment. Instead, there are just intimate moments, little slices of life that show why life is so good. While shock value has its place, DDB Paris instead shows the reasons for living, as opposed to the excuses people make when speeding, or engaging in other risky driving behavior.
The four films, Bath, Couple, Family, and Time's Up, are directed by renowned French movie director Arnaud Desplechin, who used long takes to create immersive, poetic, and authentic moments. The ads were produced by Phantasm with post production work by Mikros/MPC.