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25 September 2019

Mind your head.

by Andrew MacGregor


Hövding: “In the Blink of An Eye” - 60s

The latest in inflatable headgear technology (not that we keep a particularly close eye on this sector) comes from Swedish design outfit Hövding, who claim their eponymous 'airbag helmet' can make all the difference in a head-on collision.

This is illustrated by a man who sees his life - you guessed it - flash before his eyes when he slams into an emerging vehicle. Like a road safety film shot by Terrence Malick, life, death, and family are inextricably intertwined. Oh, and, er, jellyfish too.

It's certainly one of the more heightened product demonstrations in recent memory, and even the staunchest road safety campaigner will chuckle at the helmet's final form. Of course, anyone who's actually saved by the advertised product will have the last laugh.


Director: Tomas Jonsgården Ⓟ Ⓦ (Independent Ⓟ Ⓦ)
Cinematographer: Manuel Alberto Claro

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