I'm jealous of this ad.

Not saying it's the best road safety commercial ever made, ever in the history of the world ever, but it's very hard to come up with new angles on this subject. They have.

I also liked an anti-drink drive campaign I saw the other day, that was about how if you get caught drink driving, you get processed just like any other criminal. No car crashes in that one either. Just the humdrum reality of getting interviewed by a desk sergeant, and giving a urine sample.

Reminds me of what Richard Huntington (now Head of Planning at Saatchi's) reckons is the main thing planning should do for Creatives: "Start you in an interesting place."