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22 October 2019

Better late than never.

by Syd Briscoe

Transport For London: “Running Late” - 30s

This affecting film from Transport for London reminds drivers that arriving alive is more important than arriving on time. The inner monologue of two kids being driven to karate class illustrates the premise, as their anxiety ramps up with every risky move the dad behind the wheel makes.

Subtle direction from Steve Reeves makes things all the more nerve-wracking, as the children focus on small signs of impatience - checking a watch, fingers drumming on the steering wheel, et cetera - and, more importantly, bad driving decisions with potentially tragic consequences.

The ad offers an important reminder that mistakes behind the wheel don't just affect the person driving, but everyone unlucky enough to be in their orbit, too. Here's hoping an emotionally visceral campaign will inspire more necessary caution on the road.

Creative Agency: VCCP Ⓟ Ⓦ
Creative: Richard Stoney / Dave Hobbs
Agency Producer: Edmund Thorn
Film Production: Another Film Company Ⓟ Ⓦ
Director: Steve Reeves Ⓟ Ⓦ
Editor: Scot Crane Ⓦ / Bruce Townend Ⓦ @ The Quarry Ⓟ Ⓦ
Offline Producer: Tor Adams
Sound Designer: Ben Gulvin Ⓦ @ 750MPH Ⓟ Ⓦ

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