M&C Saatchi targets teenagers in Transport for London road safety push

by Joe Lepper, Brand Republic 05-May-05, 12:00

LONDON - M&C Saatchi has launched the latest creative for Transport for London's campaign to promote road safety among teenagers.

This latest push features fictional Hollywood star Scott Smith and his successful life.

However, as the spot progresses the audience sees that this is just a vision of what might have been for Scott, who is in fact a teenage pedestrian about to be hit and killed by a car.

As with a similar creative last year, this latest push features the strapline "Don't die before you've lived". Last year's campaign was a spoof on the MTV show 'Cribs' and focused on fictional celebrity Sarah Rivers, whose glamorous Los Angeles lifestyle is never fulfilled.

Media for this latest £2m campaign was handled by PHD. The cinema and TV spot is for the London region only and is supported by radio and outdoor activity.

The spot's art directors and copywriters were Kit Dayaram and Tom Spicer, who were supported by production company Gorgeous, producer Rupert Smythe, director Chris Palmer and editing firm The Quarry. Post production was handled by the Moving Picture Company and Soho Studios and the planner was Verra Budimlija.

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