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28 August 2020

Deadly Drop-Off

by Syd Briscoe

Road Safety (Scotland): “Fatigue” - 30s

Driving drowsy can be just as dangerous as driving drunk - something this striking Scottish ad establishes without holding back. Jon Hollis's visceral film focuses on an eye drooping closed, as a driver tries to stay awake just that little bit longer on a late-night journey.

While those who fall asleep at the wheel have been threatened with jail time since 2003, sleep-deprived drivers are still thought to contribute to about 4% of fatal accidents in the UK every year. If those statistics alone don't put you off, the film's rapid escalation of events will.

It only takes a few seconds of inattention for catastrophe to occur, with the viewer allowed to really process the damage as the central eye dilates and blood begins to flow. This should serve as a sobering reminder for anyone who thinks they can take a risk behind the wheel.

Creative Agency: The Leith Agency Ⓦ
Creative: Chris Watson / Rufus Wedderburn
Agency Producer: Emma Hamilton
Film Production: Nice Shirt Films Ⓟ Ⓦ
Director: Jon Hollis Ⓟ Ⓦ
Producer: Richard Martin
Cinematographer: Alex Reid
Post Production: Raised by Wolves Ⓟ Ⓦ
Colourist: Vic Parker
Flame: Jon Hollis
Sound Designer: George Castle Ⓦ @ Grand Central Ⓟ Ⓦ

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